War Against Racism

W.A.R. CONDUCTED THREE MAJOR DIGITAL MARKETING CAMPAIGNS IN ADDITION TO OUTREACH WITH THE MAJOR JEWISH ORGANIZATIONS IN THE UNITED STATES AS WELL AS OTHER ORGANIZATIONS FIGHTING DISCRIMINATION. THE FIRST DIGITAL MARKETING CAMPAIGN WAS CONDUCTED ON ELEVEN UNIVERSITY CAMPUSES IN THE NORTHEAST AND MIDWEST AND THE PURPOSE WAS TO DETERMINE MESSAGING THAT WOULD PERSUADE 18-25 YEAR OLDS TO THINK OF JEWS AS A MINORITY. ALMOST 2,500 STUDENTS SIGNED AN ONLINE PETITION IN AGREEMENT THAT JEWS SHOULD BE TREATED THE SAME AS ANY OTHER MINORITY. THE SECOND MAJOR DIGITAL MARKETING CAMPAIGN WAS CONDUCTED NATIONALLY TO DETERMINE WHETHER AGGRESSIVE MESSAGING WOULD BE AS PERSUASIVE IN REACHING THE 25-45 YEAR-OLD DEMOGRAPHIC. IT WAS ALSO AN 8 WEEK CAMPAIGN AND THE RESULTS REINFORCED THE ORIGINAL THESIS THAT SOFT MESSAGING WAS THE MOST EFFECTIVE FORM OF PERSUASION. THE THIRD MAJOR DIGITAL MARKETING CAMPAIGN WAS CONDUCTED NATIONALLY AND TARGETED 11 MAJOR URBAN AREAS. THIS EFFORT PROVED CONCLUSIVELY THAT MESSAGING ABOUT JEWS BEING A MINORITY WAS EFFECTIVE IN ADDITION TO PROVIDING INFORMATION THAT WOULD FORM THE BASIS OF LOCAL OUTREACH BETWEEN URBAN JEWISH ORGANIZATIONS AND OTHER URBAN MINORITY ORGANIZATIONS.