BREAK BREAD TO SHINE A LIGHT ON ANTISEMITISM & HATE
Over the last several years, antisemitism has spiked. Shine A Light is an organization dedicated to help people understand what modern antisemitism is and how we can work collectively to end it.
Watch full hero video
HOW IT ALL GOT STARTED
The Ask:
Develop a purpose campaign that brings people together to Shine A Light on antisemitism.
The Insight:
No matter what your culture is, food is a connector. (Plus, food content soars on social media!) What if we tap into food to connect people in solidarity against hate?
The Idea:
Break Bread invites social media users to spark conversations about antisemitism and hate. In doing so, we hope people find solidarity in each other’s stories. Together, we can illuminate the way to a more accepting future.
THE EXECUTION
Hero video (and cutdowns) to educate people on the importance of breaking bread and how to do it
Landing page to introduce the social media campaign and show an example from influencer Jake Cohen
Amplifier partnerships with influencers and celebrities to draw attention to our campaign and show people how to get involved
Paid social to drive traffic to our landing page
Style guide, including editorial
IAT leadership, partnering with ID-PR and 1000heads
OUR CHALLENGES
After months of planning, our biggest challenge was the October 7th Hamas attack in Israel. The backdrop of the entire conversation changed. As a team, we decided that this campaign wasn’t about geopolitics. It’s about hate. It’s about solidarity. Still, our team was tasked to carry forward with a campaign that calls for allies at a time where the words “antisemitism” and “Jewish” were triggering.
CREDITS
Full Credits:
CCO: Craig Elimeliah
Creative Director: Alex Foster
ACD: Ty Seecof (Copy); Caleigh Ripp (Art)
Digital: Maggie Joseph; Doron Faktor
Strategy: Jeremy Simon
Engagement/Account: Iya Bleyman, Emma McCormick
Influencer/Casting: Corey Martin; Katherine Gotsch
Producers: Taylor Shomann, Alyson Shumeyko, Toby Walsham
Film Director: Brandon Lavoie
Production Company: Familia
Client: Shine A Light
My Role:
As the ACD copywriter, I led all storytelling in this campaign — from the initial pitch through launch day.
I drafted all shooting scripts and story structures, wrote paid social copy, developed the campaign mechanism.
Of course, I didn’t do it alone. I worked under the guidance of an incredible Creative Director and in partnership with talented colleagues across disciplines.