community
to non-Jewish people ,” says Gottesman . Using billboards and bus stops for signage , the group determines the dates and cities where they want their ads to appear . Sometimes the locations are chosen at the behest ofdonors and fundraisers , but the intention isalways to generate buzz and TV coverage .
Messages like “ Can abillboard end antisemitism ? No . But you ’ re not abillboard ” and “ I promise to love being Jewish 10x more than anyone hates me for it ” often meet that goal . “ The most popular is ‘ We ’ re just 75 years since the gas chambers . Sono , abillboard calling out Jewhate isn ’ t an overreaction ,’” says Gottesman .“ Jewhate ” stands in for “ antisemitism ,” she says , because a study by another organization found that many Americans didn ’ t know what the word meant .“ Jews are only 2 % of the whole country ,” she says .“ If you don ’ t know there ’ s aproblem , how can you be an ally ?”
CONSCIOUS JUDAISM
Stuart , who lives inVerona and says that she and Gottesman have “ supported each other in every way that two women can ,” is grateful for the personal guidance her work partner has given her over the years .“ She guided me through my Jewish everything ,” she says .“ She helped me put together naming parties and abris . Mykids went to Jewish camp and Israel . She taught me how to do Shabbat . Being Jewish is an important part of my children ’ s life and upbringing .”
JewBelong . com offers much the same support virtually . Aone-stop shop for information onboth practicing joyous Judaism and confronting antisemitism , it provides downloadable guides and links on how to do both , including advice on everything from holding aShabbat service (“ Friday night lights without the concussion ”), to an antisemitism cheat sheet , to readings on pets . Much of the content has been created by JewBelong , now atight staff ofseven . The content is credited to rabbis and contributing writers .
JewBelong ’ sfall initiative will focus on the High Holidays . In September , San Diego and Denver residents can look for funny , hot pink billboards celebrating the joy of Judaism . ■
MADE YOU LOOK Gottesman ’ s branding campaign for Edison Properties , her family ’ s business , gave her experience in raising awareness by raising eyebrows .
COURTESY OF ARCHIE GOTTESMAN & JEWBELONG
22 BACK TOSCHOOL 2023 MONTCLAIR MAGAZINE