Joseph Cohen is a British pro-Israel activist and the founder of the Israel Advocacy Movement (IAM), which is the largest online pro-Israel organization in the United Kingdom. Since its establishment in 2015, IAM has garnered over 100 million video views and amassed a significant following across social media platforms, including YouTube, Twitter, Facebook, TikTok, and Instagram. Cohen's work focuses on combating antisemitism, promoting Zionist activism, and advocating for Israel by creating compelling social media content that reaches diverse audiences globally.

Cohen is particularly known for his fearless approach, confronting anti-Israel and antisemitic demonstrations in the streets of London and beyond. He has positioned himself as a "lone warrior" who takes a hands-on approach to advocacy, drawing from his belief that supporting Israel is a mitzvah (a religious duty). His activism often involves directly engaging with both pro-Palestinian protesters and the general public to dispel misinformation about Israel, winning hearts and minds for the Jewish State​.

In addition to his street activism, Cohen's viral videos and online content have significantly contributed to reshaping public perceptions of Israel, particularly in environments where media narratives often portray the country negatively.