At Washington’s annual Saban Forum on Dec. 10, Yesh Atid Chairman Yair Lapid was seen keeping close to the American Jewish political strategist Mark Mellman. Actually, Mellman has been by Lapid's side ever since the 2013 elections. Lapid didn’t have to come all the way to Washington just to consult with him. The two men speak daily, even when the former finance minister is in Israel. Still, this was a great chance for the two to sharpen Lapid’s messages for the Israeli public and hone the campaign intended to lead Lapid right into the prime minister’s office. Ever since he returned to Israel, Lapid’s precise objective, as set by Mellman, can be clearly identified: He is trying to win the votes of the moderate right, or in other words, Likud supporters who opinions are more closely aligned with the political center — Israeli patriots.

Over the past few days, Lapid has managed to attack Haaretz for removing the Israeli flag when senior Palestinian official Saeb Erakat addressed a conference it hosted in New York. He has found time to unleash a resounding attack against leftist nongovernmental organization Breaking the Silence, which collects and exposes the testimonies of Israel Defense Forces combat troops who served in the Palestinian Territories, and he has cast aspersions on the far left, claiming that they have lost any sense of national pride, when confronting the current wave of Palestinian terrorism. To Lapid’s credit, he is leaving the impression that he has learned to enjoy his position in the opposition, even if he spends most of his time on public diplomacy trips overseas and on criticizing the left.

On Dec.14, the chairman of Yesh Atid launched a campaign against the boycott, divestment and sanctions movement. The campaign had already been brewing for a long time. Always a well-disciplined and diligent campaigner ready for a fight, Lapid showed up in Ben Gurion Airport’s departures lounge with a few dozen Yesh Atid activists to try and recruit Israelis headed for an information campaign against anti-Israel boycotts. The activists handed out pamphlets with arguments that Israeli travelers could use when discussing the issue overseas.

“We cannot abandon that front to people who hate Israel. We must defend Israel’s reputation in the world. We are being slandered, and we are being reviled. It is time for us to respond,” he reportedly explained to the press. He also used the occasion to laud a senior Likud official, Transportation Minister Yisrael Katz, for allowing him to bring a group of party activists to the airport so that they could engage in this important work, benefiting Israel’s public diplomacy campaign.