Despite enduring sympathy across Europe for Israel after the October 7 Massacre, recent military operations have begun to change public attitudes.

Traveling through Italy, you quickly realize that nearly everyone you address is a native Italian—even taxi drivers, gelato vendors, and hotel maids. They respond in Italian, often with little knowledge of English, switching back within seconds.

By contrast, in London, you hear perfect English, yet at least half of the people you speak with are immigrants, not native Brits.

My wife and I recently returned from ten days in Sicily, followed by four days of work in London. Since October 7, I’ve visited several other European capitals and written before about the Israeli-Jewish experience in some of them. Since then, things have changed.

Everywhere, the first question people ask is “Where are you from?” I always answer “Israel.” Six months ago, that response was met with heartfelt empathy—Europeans felt the pain of the horrific Hamas massacre and rallied behind us.

A Pro-Palestinian protester holds a placard with a message that reads ''Netanyahu murderer'', referring to Israeli Prime Minister Benjamin Netanyahu, at a demonstration organized by opposition parties, calling for an end to the bombing in Gaza, in Rome, June 7, 2025. (credit: REUTERS/MATTEO MINNELLA)
A Pro-Palestinian protester holds a placard with a message that reads ''Netanyahu murderer'', referring to Israeli Prime Minister Benjamin Netanyahu, at a demonstration organized by opposition parties, calling for an end to the bombing in Gaza, in Rome, June 7, 2025. (credit: REUTERS/MATTEO MINNELLA)
That support persisted for many months, even after some European leaders reversed course. The public, however, remained loyal. The European audiences at Eurovision last year—and again this year—sent a clear message: while official juries declined to vote for Israel, risking social media backlash, the European public voted en masse for Eden Golan and Yuval Raphael.

Then, on the eve of last year’s Eurovision, Israel launched Operation "Gideon’s Chariots." Everything changed. The disgraceful remarks by Maj.-Gen. (res.) Yair Golan denigrating the Israel Defense Forces must be universally condemned—there is no more moral army than the IDF.

Yet without a robust Israeli public diplomacy campaign, Europeans saw only devastating images from Gaza, perceiving Israel as the aggressor in a caricatured version of reality. Try explaining that to someone whose mind is made up by a single photo.

Even in Syracuse’s ancient Jewish ritual bath, I expected a more sympathetic ear. After ascending the 56 stone steps to street level, I spoke with Anita, a Jewish American living in Italy. She asked, “What’s wrong with Netanyahu? Why is he destroying our country’s reputation and hurting all of us?” I had no easy answer beyond her own observation: she was right.

A thousand words cannot undo a single image

Today, when I say I’m from Israel, I still hear words of support for our fight against terrorists—but now they’re followed by a new question: “Why are you killing children in Gaza?” We explain our abhorrence of civilian casualties, how Hamas uses human shields, and how the IDF goes to great lengths to avoid harm. But a thousand words cannot undo a single image.

The change is unmistakable. Europeans empathize with our suffering, yet question our tactics. If we fail to address this shift, we risk losing the solidarity we once took for granted. It’s time for Israel to amplify its message: affirm our moral cause, underscore Hamas’s atrocities, and renew global partnerships based on truth and shared democratic values.

The writer is a strategic communications consultant at Levin Communications.