The project, which will feature TV and newspaper ads highlighting Ethiopian success stories, also aims to help Ethiopians integrate in Israeli society, the Jerusalem Post reported.

It’s being undertaken to mark 30 years of Ethiopian aliyah.

“The campaign is not supposed to provide an immediate solution, but is part of the process,” said Immigration Absorption Minister Tzipi Livni. “We decided to create a situation where Israeli society will be more open and give more opportunities to Ethiopian immigrants.”

According to Yitzhak Dessie, executive director of Tebeka Center for Legal Aid and Advocacy for Ethiopian Jews, 60 percent of Ethiopian Israelis with academic degrees can’t find jobs in their professions, and end up working blue-collar jobs.

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