Throughout the past year, an outbreak of anti-Israel activities has erupted on a number of campuses across North America. Despite the admirably coordinated attempts by communal organizations to engage young Jews in pro-Israel advocacy, most Jewish students are not being reached -- indeed, many efforts may even be counterproductive. This creative brief explores this challenge. It is the result of focus groups with an 18-29 year-old target audience in which the impact of 120 communal advertising and marketing efforts were tested. These specific efforts were a springboard for a wide-ranging exploration of what might better appeal to this target group in terms of message, messenger, and mechanism.
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Published by
Funded by
- Andrea and Charles Bronfman Philanthropies
- Alan B. Slifka Foundation
- Michael and Judy Steinhardt Foundation
Copyright
- Copyright 2003 Andrea and Charles Bronfman Philanthropies.
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