A still shot from one of Israel's new "Green Israel" promotional broadcasts. Photo: YouTube.

Israel—usually associated with the colors of its flag, blue and white—on Thursday launched a global television campaign to brand itself as green.

The campaign, which the Prime Minister’s Office said is the first of its kind for Israel, debuted at the UN Conference on Sustainable Development, attended by about 50,000 people. Through the “Green Israel” initiative, promotional broadcasts on CNN highlight the country as a global leader in desalination and the use of recycled water, among other environmental accomplishments.

“Israel is offering to the world the pioneering green technologies that it has developed,” Prime Minister Benjamin Netanyahu said. “The goal of the campaign is to the show the world Israel’s great abilities in the field of green technology.”