“Amid an alarming spike in antisemitism, JewBelong pivots to garner mainstream support, but critics say the organization’s eye-catching billboards largely resonate with donors”

Campaign hopes to fight US Jew-hatred with shocking ads, but who’s reading them?
by Eliyahu Kamisher
July 31, 2021

Dozens of hot-pink billboards and transit ads have appeared in major American cities over the last month, referencing the Holocaust and antisemitism. “We’re just 75 years since the gas chambers. So no, a billboard calling out Jew hate isn’t an overreaction,” reads one. “Being woke and antisemitic is like being a vegan who eats veal,” reads another. The ads are the brainchild of JewBelong, a New Jersey-based nonprofit whose stated mission is to “rebrand Judaism” with a hip, made-for-social-media bent. But now JewBelong is going through a rebrand of its own. READ MORE

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