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
