A billboard with an anti-Hamas message, which was visible from Route 80, caused a frenzy of phone calls to a local police department after a social media post suggested it.
The signature on the document read “jewbelong.”
The individual behind the message is a well-known figure among Manhattanites, as well as those who frequently cross the bridges and tunnels.
Archie Gottesman, co-founder of JewBelong, comes from a business background. Her father, Jerry, was the owner of Edison Properties, a Newark-based company, in 1956. His business included the renowned Manhattan Mini Storage.
During her time doing marketing for Manhattan Mini, Gottesman crossed paths with Stacy Stuart – her future business partner at JewBelong. Together, they came up with catchy slogans to put on building signs, particularly those located along the West Side Highway. These slogans were designed to be both playful and captivating, showing their shared talent for creating eye-catching marketing content.
When they founded the nonprofit organization JewBelong (“for when you feel you don’t!”) in 2017, both women infused it with their signature sass.
The main objective was to use humor as a tool to drive traffic to their website, where readers can access a plethora of resources and articles related to holidays and other topics.
Initially, the majority of the messages had a playful and humorous tone to them.
One individual made a comment about eating bacon, to which another person replied, “God has other things to worry about.”
How about this humorous take on Judaism: “Looking for a religion to join? Judaism promises you won’t go to Hell, and hey, you might even find a great girlfriend while you’re at it.”
JewBelong took a clever and witty approach with their advertising, featuring towering ads that playfully suggested things like, “If we had control of the banks, we’d put Ruth Bader Ginsburg on the $100 bill.”
JewBelong made a bold move in early 2020, redirecting its attention towards denouncing anti-Semitism and supporting Israel. A message from the organization read, “Our synagogue requires armed guards. Does your church also need them?” This message highlights the gravity of the situation and emphasizes the need for action against anti-Semitic acts.
In Times Square, JewBelong’s eye-catching electronic message, wrapped around a 10-story building in hot-pink, has become one of the most viewed displays.
According to the statement, it has only been 75 years since the gas chambers, which implies that the atrocities committed against the Jews during the Holocaust are not too far in the past. Hence, a billboard that speaks out against Jew hate is not an overreaction. The statement also includes the hashtag #EndJewHate to emphasize the importance of condemning such hatred.
There are some Jews who feel that the company’s stridency is not helping their cause. They believe that the company should focus on providing real assistance instead of creating what one critic has called “cringe content.” The approach taken by the company has left these individuals feeling uneasy and uncomfortable.
Amidst the ongoing conflict between Israel and Hamas, JewBelong has launched their most daring campaign yet. While previous messages may have been provocative, they pale in comparison to this latest effort.
As you drive along the interstate near Bogota, your eyes might be drawn to an ominous electronic message looming over the area. The message reads “chop your head off” and can be seen from a structure on top of the former Queen Anne Theater building. Interestingly, this structure is located near Teaneck, which boasts the highest population of Jews in New Jersey.
As soon as the message went viral, social media was flooded with a barrage of complaints and comments. One particular suggestion caught the attention of many, which urged people to contact the Bogota police and request them to remove the message.
The headquarters was flooded with a barrage of phone calls as hundreds of people reached out for assistance.
Late Tuesday, October 17, Sgt. Geoffrey Cole clarified that Bogota police were not involved in the incident. He emphasized that there was no criminal violation, only a display of poor taste.
After deliberation, the department’s leadership sought the opinion of the Bergen County Prosecutor’s Office, and they concurred with the decision.
The message was eventually taken down, but authorities were unclear as to the reason or method behind its removal.
On Tuesday night, a string of fresh messages appeared on the screen, accompanied by photos of young hostages who had been taken captive, all with the hashtag #bringthemback.
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