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In order to positively influence the popular opinion and attitudes of a native population, an outside force may make an effort to gain their “hearts and minds”. The purpose of such a campaign is to make it easier for friendly forces to operate in foreign lands while making it more difficult for the enemy to operate in his own homeland. A campaign to win “hearts and minds” usually entails taking steps to earn the trust and support of a native population. A few examples of such steps include the provision of humanitarian aid and protection, in addition to propaganda. Ron Schleifer, an Israeli expert on both psychological and information warfare, affirms that “publicizing improvements and delivery of humanitarian aide in a single village can have a far-reaching and long-term impact”.