Campaign addresses lack of awareness
The new marketing is the culmination of years of work for the FCAS, which was founded in 2019 by Robert K. Kraft, the CEO of the Kraft Group and owner of the New England Patriots football team. The organization analyzes antisemitic trends on social media platforms, which can number roughly 300 million data points every day, and shares its findings with partners in the Jewish community and law enforcement to raise awareness.
“We’re powering a lot of the data that other organizations are using as partners in having the conversations to address antisemitism,” said Berger, noting that the FCAS was also created “with the recognition that there was nobody addressing the lack of awareness of antisemitism in the broader general public.” The new campaign is a response to that missing piece.
It also follows the release of two ads released in October and January during National Football League games. Those spots were designed to combat the spike in antisemitic rhetoric from well-known public figures such as Ye, the artist formerly known as Kanye West, and Donald Trump.
The incidents continue to rise, however. A recent report from the Anti-Defamation League, the civil rights organization, found that antisemitic incidents in the U.S. reached nearly 3,700 cases last year—the most since the group began keeping records in 1979.
In addition to the blue square calls to action, the new campaign will also include three spots highlighting the importance of bystanders in taking action and speaking out about what they see. One spot shows a young Jewish teen receiving hate messages on social media—he then receives a message of support from a singing group in Harlem. Another shows a neighbor painting over hate graffiti for a Jewish mother and her young daughter.