Proudly Jewish: It’s Who We Are campaign

Role: Creative Direction
Campaign concepted at UJA Federation of Greater Toronto

The idea for the campaign developed as a response to rising antisemitism - we wanted to spread Jewish joy and stand up and be proud of who we are. And who are we? We’re helpers, givers, volunteers, family, connectors, educators. And who we are influences what we do - we give. We give our time, our energy, our advice, our dollars to help those less fortunate, to build up the community.

The campaign launch was a 2000 person celebration of this theme brought to life. Featuring the talented Modi and Nissim Black, and many representatives from the community, UJA told the story of who we are as a Toronto Jewish community - and the energy in the room was incredible. The UJA annual campaign aims to raise over $60M every year to fund the most pressing needs of the Jewish community in Toronto and around the world.