The Asper Foundation dedicated the Asper Institute for New Media Diplomacy at the Sammy Ofer School of Communications on June 9, 2007 at the Interdisciplinary Center (IDC), Herzliya.

Established through a $1 million donation by The Asper Foundation, The Asper Institute for New Media Diplomacy focuses on the study and use of new media technologies in telling Israel's story to the world. The unique capabilities of these technologies allow innovative depiction of Israel from new and different perspectives. The Asper Institute also provides workshops on creating effective new media advocacy campaigns and works with students in producing video, audio and written content about various aspects of life in Israel for use in new media channels such as the blogosphere, virtual worlds, social networks, computer games, pod casts and more.

As well, the Institute’s courses, seminars and programs in the area of public diplomacy are part of the degrees in IDC studies and provide students theoretical and applied knowledge in the field of public advocacy and diplomacy through:

• retaining full-time, respected, renowned, and superior teachers and scholars to develop and teach the curriculum, including the recruitment of visiting scholars and experts.

• creating and maintaining a library resource within the Institute for teachers and students in the field of Public Advocacy.

• utilizing workshops, field work, seminars, simulations and engagement in real life diplomacy projects.

• creating opportunities for students to participate in internships in government, media, business and universities.

• creating a Distinguished Visitor Lectures in Public Diplomacy which will be delivered in Europe, North America, the Arab world and other regions; and

• teaching the “art” of public diplomacy to diplomats, Israel army offices, campus educators, media personnel and community volunteers.