TIME Magazine last week announced plans to host its annual TIME100 Impact Awards in Jerusalem next year.
The global event will honor four high-profile international figures for their contribution to humanity, and four Israeli innovators or entities for their commitment to building a better future for all peoples of the Middle East.
The Israeli winners will join the prestigious TIME100 community of award recipients, which includes world leaders and celebrities, such as United States President Joe Biden, former German Chancellor Angela Merkel, Oprah Winfrey, singer Adele, Elon Musk, Tim Cook and representatives from companies like Spotify and Pfizer.
The TIME editorial committee is soon expected to begin the process of choosing the local and international winners for 2023. The committee has already made several visits to Israel.
Next year’s ceremony will be hosted in Israel as part of a strategic partnership with Israeli-Canadian philanthropist Sylvan Adams, who made it his life’s mission to promote Israel’s standing in the world through global sports and cultural initiatives.
Adams said he believes the vast majority of people around the world don’t really know Israel.
“They don’t have an opinion one way or another. If they were forced to express an opinion – probably have a negative impression of Israel,” he told ALL ISRAEL NEWS.
One main reason for this, according to Adams, is the steady drumbeat of negative media coverage. The philanthropist referred to himself as a “Self-Appointed Ambassador at Large for the State of Israel” and said that he wants to show the world the “real, normal” Israel.
Adams' way of doing this has, thus far, included bringing the Giro d’Italia bicycle race to Israel in 2018, singer Madonna to the Eurovision Song Contest 2019, and soccer star Lionel Messi for a French Super Cup game in Tel Aviv, attended by Jewish, Muslim and Christian youth.
Adams said he is “proud to host the prestigious media brand of TIME100 in Israel and delighted for the opportunity to showcase to TIME’s tens of millions of readers around the world the wonderful things happening here.”
“As the Start-Up Nation, Israel and its innovators contribute to the world’s well-being with breakthrough technological solutions in a variety of fields, all aimed at solving issues affecting humanity. Israel and its regional allies from the Middle East have proven that cooperation between Jews and Arabs leads to new discoveries and innovations and everyday miracles,” he said.
The TIME awards ceremony is expected to draw celebrities and personalities from the world of entertainment, culture and business, and will highlight Israel’s contribution to innovation and social entrepreneurship, as well as the development of groundbreaking technologies in the fields of climate, health, food security and more.
Tal Heinrich is a senior correspondent for both ALL ISRAEL NEWS and ALL ARAB NEWS. She is currently based in New York City. Tal also provides reports and analysis for Israeli Hebrew media Channel 14 News.