Billboards aim to stop hate
5 with two messages targeting antisemitism posted in region
Can a billboard end anti-Semitism?
No.
But you’re not a billboard. That’s one of two powerful messages that drivers are getting along several freeways in the Detroit area from the billboard campaign launched by JewBelong, a nonprofit organization based working to raise awareness about a rise in antisemitic acts and sentiments.
“We all get our information from different sources but billboards are for everybody,” Archie Gottesman, the genius behind the outdoor campaign and co-founder of JewBelong. “So, everyone in the car is a potential reader.”
The billboards are being placed across the country including five in Southeast Michigan.
“I’m very much in favor of anything that stops hate, in every community, no matter what ethnic or religious group it pertains to,” said Bob Cannon, supervisor of Clinton Township, where a billboard is located along Inter
state-94. “We should all be allowed to be who we are.”
The bold billboards are new to Michigan but JewBelong has been around for a while. Gottesman and another marketing executive from New York, Stacy Stuart, started the nonprofit in 2017.
“Our main mission was all about welcoming Jewish people and those who love us,” Gottesman said.
It was also designed to provide visitors with information and resources on Judaism, which, as its founders explained, can sometimes be more complicated than an ex-girlfriend.
“That’s where JewBelong comes in. Think of us as the friendly, kinda funny kid from your geometry class who explained in simple language and without judgment only what you needed to know for the test. We provide straightforward explanations, readings and rituals to help warm your heart. We promise never to JewBarrass you because we’ve been there. We’re thrilled that you’re here, and hope you find what you’re looking for,” information on the group’s website states.
Gottesman and Stuart encouraged lively conversations about Jewish issues but became concerned about the increase in antisemitic comments on social media sites like Instagram.
According to the AntiDefamation League (ADL) antisemitism has surged nationwide since 2016, with incidents on the rise in nearly every state. In 2021, incidents in Michigan reached a record high of 112, and figures this year appear to be on track to surpass them. One disturbing incident involved a 14-yearold, who was arrested for allegedly posting pictures of three firearms on social media and threatening to kill unspecified Jewish people. This along with high-profile incidents such as Kanye West’s antisemitic outbursts posted on Twitter and the Brooklyn Nets’ suspension of player Kyrie Irving prompted the founders of JewBelong to think outside the box — which is not unusual for them.
Ask any New Yorker and chances are they know about Gottesman, who refueled Jewish pride in America as host of the Shabbat dinner on Season 13 of Bravo’s “The Real Housewives of New York.” She was also the voice behind Manhattan Mini Storage’s iconic billboards, which grew into a viral sensation for their unique mix of edgy humor and common-sense advice and it’s this amazing skill for rebranding that’s being infused in the billboards placed across Macomb, Oakland and Wayne counties.
“We’re using the same skills but changed the product,” said Gottesman.
Judging by the response it appears to be working.
“I was driving with my grandfather the other day and we passed by one of your billboards. He had me take the next exit and drive by it like three times. He broke down and started crying and sharing stories of antisemitism he and his family experienced. You are an absolutely amazing organization and you are making such an impact,” said Micayla Whitmer, referring to a second message on the billboards pertaining to the Holocaust, which reads, “We’re just 75 years since the gas chambers. So no, a billboard calling out Jew hate isn’t an overreaction.”
Rabbi Eli Mayerfeld, who is CEO of the Zekelman Holocaust Center said he likes opportunities that create important conversations.
“If these types of messages pique people’s curiosity, that’s great,” said Mayerfeld.
The billboards will be up for the next four weeks.
“I’d be happy if people didn’t do anything at all — except — not hate Jews,” Gottesman said.