SHAPE REAL Project Butter?y Plan May 2017 3UP SLHAPE REALITY I Butter?v 2.0-lntroduction PSY Group has commenced Butterfly 2.0 in January 2017 and is continuing. expanding and leveraging upon the success of Butterfly 1.0 Through a unique and innovative approach that differs from the direct and overt efforts made by various pro-israeli initiatives, Project Butter?y is a mold-vector offensive effort to signi?cantly limit and thwart those Individuals and Organizations seelcingto delegttimlze and demonize lsrael. The Butterfly initiative uses PSY's proprietary intelligence-gathering and influence techniques to destabilize and dismpt anti-Israel movements from within. PSY also actively engages third?party unbiased sources not previously affiliated with Israel or Israeli causes to amplify and strengthen its influence activities. Butterfly initiative is overseen by a strategic advisory board, consisting of senior err-officials and experts from the government, security and legal sectors. PRGJECTGOAL: Signi?cant and sustainable nationwide reduction of anti-Israeli activity (including but not limited to college campus activists. NGCIs, iobbying groups, and other key relevant individuals) over a three-year period. date SinceJanuary 20 17. has laid the groundwodtto obtain planned 3?year intelligence and influence goals,whiie accomplishing the following: 1: Mapped Anti-Israel hubs nationwide Initiated implementation of targeting plan - organizations and individuals 0 Conducted 2 tours of main theatre of action - executing intelligence and in?uence efforts. collaborating with partners - Executed 5 rapid-response operations nationwide - Uncovered initial findings suggesting of?cial overseas involvement in anti~ srae movement - Based for narrative warfare - altemative messaging and negative platforms Availability for future investment Up until now, PSY has raised out of the annual requirement forthis 3~year initiative, leaving a gap of We seek donors of pro-Israeli affiliation to join the pool investing in Israel's future. Donations to this project are made in complete discretion: we do not disclose our donor pool to the public and ask that the donors likewise maintain confidentiality with respect to all project details. 3UP SHAPE REALITY 310 Summary - - Using a single US state as a proof of concept. 81.0 commenced' In Feb 2016. Within the course of Bl. 0, project deliverables were provided ahead of schedule and project milestones were achieved and exceeded as set forth below: Intelligence Gathering: . Obtained tactical understanding of antl-lsraeli ecosystem. - Established dedicated project assets for current and future use. 0 Obtained unique and sensitive intelligence relevant to Israeli national security. Profilingglargeting; 0 Applying low-pressure, lawful actions. 31.0 achieved high-impact results against targeted individuals. 0 By creating a new reality in which anti-Israeli activists are exposed and forced to confront the consequences of their actions, 81.0 helped to deter future activists from participating in similar activities. - Damaged effectiveness of anti-lsrael movement and forced change in dynamic from offensive to defensive activities. Narrative Wg rfareg In?uence: Reinforced and increased awareness of main message that anti-Israeli activity equates with terrorism. - Established and promoted grassroots altemative movement to carry PSYvengineered messaging that is viable. genuine, not connected to Israel and that anti-Israel activity is actually harmful to the Palestinian cause and not to Israel. Going forward, as a result of 01.0: obtained unique intelligence to facilitate 32.0. - PSY's prior actions have had a regional ripple effect. potentially helping to expand in?uence activities to the national/international levels. - maintains dedicated assets and operational to implement 32.0 with fewer new resources and within a shortertime frame. B2 .0 will transform 81.0 from a local/regional operation to one that successfully operates ona national level across the US. with significant international components. As part of the expanded 02.0 project, PSY will: 1. Uncover additional actionable intelligence detrimental to the anti-lsrael movement. 2. Discredit and attack the reputation of anti-lsraeli organizations, initiatives. leaders and key personnel through multiple vectors that do not appear to be connected to Israel or pro-Israeli organizations. 3. Disrupt the activities and campaigns of the anti-Israel movement, among other things by exposing and publicizing the tale motives and hidden agendas of the movement and its leaders. 4. Interfere with and impede funding routes supporting the anti-lsrael movement. 5. Assist and support legislation efforts in key states that seek to undermine the anti-Israel movement. SHAPE REAL B2. 0? Action Plan To achieve the expected signi?cant national Impact 32.0 will operate according to the following parameters. 1. Achieve signi?cant impact by targeting key anti-Israel components: 8) Targeted venues [9?10 prominent targeted venues overall) Initial focus on 2-3 high-value campuses that serve as local huhs/hotspots for anti- Israel activity and have impact on the national level. - Expanded focus on additionai campuses or othervenues in which anti?israel activity ls flourishing and there is a need for rapid response capabilities to defuse impact. b} Individual targets - expand to prominent national level targets (movement leaders. thought leadersI infiuencers, major supporters, etc. o} National organizations promoting anti-Israel agenda. d} Weave local/regional impact into larger national exposure. 2. Gather and utilize actionable and ?game-changing? intelligenceI including unique ?tap-down" intelligence on the national and international levels that: a. is unavailable to otherorganizations combatting anti-Israel activities; h. uncovers of?cial overseas involvement: c. exposes hidden funding routes. ties to terrorism/radical elements, antivSemitism and other infonnatlon that can be utilized effectively against the anti-Israel movement. 3. De?ne core messaging based on dedicated intelligence and disseminate to targeted audiences. Dissemination of messages will be based on independent online national (and international) platforms that are more effective than current platforms in use. 4. Engage in narrative warfare on the national level: a. Anti-Israel movement undermines US values and equates with support for terrorism. h. Anti-Israel movement harms the people it claims to represent. 5. Leverage state/national third-party influencers to expand and amplify messaging. 6. Incorporate ?lawfare? component. SHAPE REALITY National high Natio naileuel ?lo poown? intelligence value campuses individual targets national into! level 9 - ll} 35 . 213 National Impact 3? 4 incorporate National - euel Campaign lawlare component organizations platforms 1P Solid Operational Base A 82.0 limeline Based on our experience gained in 31.0, will be occur underthe following timeirame: 32.0 timeframe - 1 caiendaryearuan 2017/ Dec 2917). 2. The activities will be planned and executed in accordance with the relevant school year calendars to accommodate breaks, dormant periods, etc. and capitalize on special events. 3. Asset build-up will be done prior to the beginning of the school year to enable effective onscampus operation from the start of the school year. Prepare operational plan Intel collection Execution Project review Define targets Establish inlrastruciure t" [Jen her-Lia: if April-lien l? Boci? W.psy-group.com HAPE REAL Category Quantity . 5-3- oW?CDDrate'Joumai - .Reports amides-I investigahqns Eaten-mg . biuggers and pubilp?guresto published In national and suite voice, magnify and enhanee. credibility of messages media General-and?wr aperation-faeused' - intel received from partner .3 . mg'aniza?ons to: 0 Voice bur messages and ideas- through them Utilize their capabilities for mfonnatinngathenng SHAPE REALITY The overall cost of 32 .0 activity overthe one- -year period :5 5M 08!) The planned budget for 32.0 during the designated timefreme (Jan 20 17-Dec 2017) is based on the following activities and their derived costs: Dedicated Activities $200k $280k $170k $220k 'Lega' memes? 8? $60k $60k $60k $60k Total . - $580k $720k $500k $700k Actual budget distribution between items and quarters may van; on a quarter-te-quarter basis based on actual development $120150 .. . . - $i00.000 5580.000 $500,000 I in?umum I . I I ?dulhm= I mini: phaseoiannma nom?maf innastmam meme Meet . . Timeline Jan A?ademlc Springierm- tan H- May ii Summer term: Jan - Aug 1? fall Term: Sep 5' 33? 0' School Year a 1' 1 Butterfly 2.0 Budget and Main Activities - 2017