A new initiative by the Israeli Content Marketing Foundation is using cinema to highlight the experiences of the Bedouin community in the western Negev. The foundation's recently launched Impact Lab aims to harness the power of film as a catalyst for social change, especially in a region deeply affected by recent violence. Executive director Pnina Halfon Lang emphasized that filmmakers have a unique opportunity to foster empathy and drive action through their work, making stories about marginalized communities more visible and influential.