The Foreign Ministry is playing high school, testing the idea of calling the bluff of the public. They don't really have anything to lose by calling the bluff, except for looking a bit childish when almost saying it explicitly.

A senior employee of the Foreign Ministry said that so many people regularly complain about the lack of effective hasbara and they offer their own ideas.

To that end, the FM is now trying to get people to actually send in those ideas and turn the best ones into reality. The Ministry is creating a contest - anybody in the country can send in a brief hasbara video. They will have a team of Israeli diplomats and hasbara experts select the best video of the submissions. there will be a monetary prize to the winner, the amount of which ha syet to be determined.
source: Walla News

The attitude of calling the bluff, or daring the people to actually send in their video ideas, is kind of silly, but the idea is good. The Ministry may or may not have experts working on programs, but that does not mean regular people, private citizens, don't also have great ideas... and why not get people to send those in?