A computer lab staffed by students in an Israeli university is playing a key role in the war of information in the Gaza conflict.

Inspired by the role of social media during the Arab Spring and boosted by the support of the Israeli government and Israel Defence Force, student volunteers at the Interdisciplinary Center (IDC) Herzliya, a private university north of Tel Aviv, are waging their own propaganda war countering online anti-Israeli sentiment.

Israel's Advocacy Room where volunteer students work social media channels "to explain" Israel's side of the story. Credit:IDC Herzliya

Staffed by approximately 400 student volunteers the project which goes by the name “Israel Under Fire”, claims to have succeeded in closing anti-Israeli pages on Facebook and challenging propaganda from Hamas, the organisation that governs the Gaza Strip and whose military arm is firing rockets at Israel.

According to Igal Raich, a 23-year-old IDC student who volunteers in what is called "The Advocacy Room", the project aims to counter what is perceived as a false representation of Israel in international and social media through Facebook, Twitter and YouTube.