The good, the bad, and the ugly

The changing nature of our role in media

Lizbillboard_all3 image
Pictured from left: (1) A billboard vendor rejected this creative, noting they would not post pictures of the hostages. (2) This ad was rejected by Meta, saying it was touching on a “sensitive political issue.” (3) This message was intended for signs at suburban train stations and was rejected by the Transit Authority.

When I was young, being Jewish was not something I ever had to explain.

I didn't have to explain historical events or see antisemitic messages spray-painted on my neighbor's home. I didn't have to argue that there isn't a counter viewpoint to being Jewish.

Until now.

My own "golden age of being Jewish" was first rocked in 2021. In response to an alarming rise in antisemitism, JUF created billboards addressing these troubling trends. The copy was simple: Eliminate the Hate. Stop Antisemitism. Nothing controversial or disparaging about any group of people.

So, when a national outdoor media company rejected this work, I was stunned. 

Soon following was the company's attempt to explain: "Landlords are worried about property destruction or worse." This media executive was the first to show me an ugly reality. 

This truth became even more evident following October 7.

JUF quickly concepted and created thoughtful, respectful, non-disparaging messaging that evolved as the months wore on--to elevate the faces and stories of the hostages, to fight misinformation, call out blatant antisemitism, hold university administrators and elected officials accountable, inform the greater community and, of course, to support our community with messages of solidarity.

And so, it began: the flood of rejection emails from media companies--from Meta and Google to transit companies and billboard operators. Getting our messages out in the marketplace was harder than ever, and a professional lift that continues to confound us. Our team has worked diligently to meet obscure, ever changing media standards that have us chasing, advocating, and ultimately spending significant time educating media companies and their staff.

One such recent conversation illuminated a shocking reality.

Joy Schwartz, JUF's Chief Marketing Officer, and I were speaking with an advertising executive at one of the largest flagship newspapers in the U.S. The goal was to understand why our ad commemorating the 86th anniversary of Kristallnacht was flagged as an advocacy ad---a category for advertisers to persuade thought or action on a social or political issue. 

The conversation took a turn that was informative for the paper and troubling for us. The newspaper executive explained she is always thinking about "the other side." When we questioned what "the other side" of commemorating the Holocaust was, her answer was, "The Proud Boys."

Yes. You read that correctly and there's a lot to unpack.

Consideration of messaging from a Jewish organization remembering the beginning of the murders of 6 million Jews was initially determined to be a contentious issue that might need to be balanced. 

Objectivity should always be considered, but the opposing view, the paper said, was the voice of a neo-fascist militant organization that promotes political violence.

No one reading this, regardless of religion or race, should be ok with this.

 All of this is unfolding in a climate punctuated by antisemitic events: billboards hacked with vile messages; college students assaulted; a Jewish man shot on his way to synagogue. 

This moment in history is a defining one that has catapulted a transformation of our roles as marketers and communicators.

We are strategists and creators. And now we must be tireless educators and advocates. 

Ultimately and exhaustively, we have been successful in getting important, meaningful messaging out for the masses--on social and digital media, on highway billboards, on TV, radio, and in print, including in our flagship newspaper where thoughtful conversation proved to be a productive exercise.

For two decades, before working for a Jewish organization, I worked in media--at ABC and CBS--part of teams making decisions about coverage, advertisers, and the social responsibility of these brands. My media colleagues and I were held accountable for fairness and equal points of view.

This fundamental role of the media hasn't changed, even as platforms have evolved.
My goal then is the same as now: to strive for impartial coverage and representation, not special treatment or tipping of the scales.

I am deep into the third decade of my professional career--now on the other side of the table. Present. Ready. Resolute to never have our community's voice misrepresented, minimized, or silenced. 


Elizabeth Abrams is Associate Vice President, Marketing and Communications at JUF.  


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