reciving error when printing to screen

[pelegk1]

i have this code which read from DB and writed table rows to he screen!

the line that at the moment is marked with comment with (')
do me a problem when i work with herbrew letters!
what can i do?
thnaks in advance
Pleleg

the code->>
count=1
WHILE NOT rs.eof
str=""
str="<TR style='font-face: Arial;font-size:18;display:none;' align='center' id='tr" & count & "'>"
str=str & "<TD><a href='submit(this)'>" & rs("TreatmentName") & "</a></TD></TR>"

'str=str & "<TD dir='rtl'><a href=javascript:submit('" & rs("TreatmentName") & "')>" & rs("TreatmentName") & "</a></TD></TR>"
Response.Write str
count=count+1
rs.movenext()
WEND