'Until the Last Hostage': Campaign shift sparks 'Shalit 2.0' concerns

The "Hostage Families Forum" has updated its campaign slogan to "Until the Last Hostage," a phrase now appearing at major intersections, in sponsored ads, and across posts by prominent media figures. The change has left many questioning its intent and potential cost to the Israeli public.

Despite its unassuming name, the Forum is a well-funded operation, backed by top media advisors, a robust PR team, and a hefty budget, ensuring its message is unavoidable. The shift from its previous messaging remains unexplained, but critics see it as a move to normalize a repeat of the Gilad Shalit deal—on a grander scale.

In the last hostage agreement, Israel freed hundreds of terrorists and sent extensive aid to Hamas. Diaspora Affairs Minister Amichai Chikli, who opposed the deal, warned on The Patriots program: "There are 65 more hostages to release; this sets a dangerously high price. With young fighters and soldiers next, can we sustain these costs without risking countless Israeli lives?"

Public sentiment suggests a majority would reject the Shalit deal today, hardened by the lessons of October 7. Yet the price for future releases is expected to soar. Analysts warn this could mirror a "Shalit Deal 2" for each hostage, entrenching Hamas’s grip on power. The Forum’s new slogan, critics argue, aims to desensitize Israelis to such escalating demands, pushing for a deal like Shalit’s every week.

Historical contrast is stark. In 1976, when terrorists hijacked an Israeli plane with 260 aboard, demanding just 53 terrorists freed, Prime Minister Yitzhak Rabin refused and launched Operation Entebbe. Israel once shunned talks with terrorists—today’s trajectory feels like a bitter departure.

The Forum’s campaign appears designed to stretch public tolerance for hostage releases, even as the nation battles on. Victory, not endless concessions, remains the goal for many.