This article looks at the origins and evolution of social integration in Israel. Developing a cultural roots approach, it considers the promotion of social integration as one of the most challenging goals on the agenda of the Zionist institutions and the government of Israel. It tracks the role played by a Jewish public sphere formed in the Diaspora even before the 20th century and to confirm the continuity between that history and formation, the article then examines later stages of the process through interviews with media and public relations practitioners who were involved in campaigns that took place after the establishment of the State of Israel. Finally, it offers lessons for social integration projects elsewhere in the world.