Israel in the Age of Eminem

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.

Authors

Frank Luntz

Publishers

Andrea and Charles Bronfman Philanthropies

Through IssueLab, the Foundation Center is working to more effectively gather, index, and share the collective intelligence of the social sector by providing free access to thousands of case studies, evaluations, white papers, and issue briefs.