People watch the military airshow during Israel’s 70th Independence Day celebrations in Saker Park in Jerusalem, April 19, 2018. Photo: Yonatan Sindel / Flash90.

A new Facebook campaign has seen major corporations and organizations, some Israeli and some not, paint their logos blue and white in honor of Israeli Independence Day, which begins on Wednesday night.

The campaign was an initiative of the Israeli PR firm Ben Horin & Alexandrovitz, which launched the “lovshim yisrael” or “Wear Israel” campaign for the second year in a row.

The Israeli news site Mako reported that, within 24 hours, major foreign corporations like Lee Cooper and Timberland had changed their logos to blue and white, while Israeli companies like Hasushia and the Israel Electric Corporation did the same. The Jerusalem and Tel Aviv municipalities also joined in.

Tal Alexandrovitz Segel, CEO of Ben Horin & Alexandrovitz, told Mako, “Part of the DNA of businesses and organizations in Israel is the sense of connection to this place, and the added value of all of us as a society.”

“The move we initiated enables businesses and organizations to express this value — Israeliness — that we are proud of, in a clear gesture,” she added.

“This is the second year of the move and we are pleased to see that more and more diverse and significant organizations are joining it and turning it into a giant independence celebration on the internet,” she said. “We invite the companies and organizations that have not yet joined to take part in the process and wear Israel.”