 Initially started to change US and European perceptions of Israel, it had worked in English, French, German, Spanish, Russian, Arabic, and Chinese to reach a global audience.However, from the end of 2012; TIP decided to shut down its 'Global Affairs' unit to focus more on social media outreach and perceptions in both the U.S. and Israel.As of late 2016, its board of advisors included 36 Democratic and Republican members of the US House and US Senate.