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OOH campaign fights anti-Semitism in New Jersey

Photo: iStock

May 5, 2022

Confronting the issue of the rise of anti-Semitism through an out-of-home campaign, the nonprofit Jewish Federation of Princeton Mercer Bucks is leading an effort to combat anti-Semitism locally and help create a safer environment for Jewish individuals in the Mercer, New Jersey region, according to a press release.

The Jewish Federation, in partnership with JewBelong, is bringing an awareness campaign using thought-provoking messaging to the central New Jersey county. JewBelong, a nonprofit organization known for anti-Semitism awareness, has launched visibility campaigns in New York, Philadelphia, Boston, Los Angeles, Las Vegas and Miami.

The Mercer County campaign launched an outdoor, print and online advertising spree on May 2 and it will run through May 29.

The campaign's creative centers on short, thought-provoking statements, such as one roadway sign reading, "Can a billboard end antisemitism? No," it answers, underscoring the importance of individual action: "But you're not a billboard."

"May is Jewish American Heritage Month, and we can't think of any better moment to create awareness of the anti-Semitism Jews across our county face, especially our youth who have experienced hate through social media and bias at school," Daniel Herscovici, president of the Jewish Federation of Princeton Mercer Bucks, said in the release. "Our wish is that Jews across New Jersey and nationwide hold their heads high and be proud of who they are."

Other bus wraps and print and digital ads include the message, "I promise to love being Jewish 10x more than anyone hates me for it." Another billboard reads: "Here's an idea: Let's ask everyone who's wondering if Jew hate is real to wear a yarmulke for a week, and report back."

"Our trustees and members are actively supporting this special and timely campaign to combat creeping anti-Semitism in our region," Mark Merkovitz, executive director of the Jewish Federation of Princeton Mercer Bucks, said in the release. "We experienced a shocking 93% increase in anti-Semitic incidents in Mercer County in 2020 along with rising distribution of white supremacist propaganda. It's time to make a bold statement against these dangerous trends."