Watch the New Blue Square Television Spot HERE
$10 million ad buy will reach Americans through television, social media, YouTube, and Out of Home
Organization formerly known as the Foundation to Combat Antisemitism becomes the “Blue Square Alliance Against Hate” as coalition of partners grows amid rising faith-based hate
FOXBOROUGH, Mass. – The Blue Square Alliance Against Hate, formerly the Foundation to Combat Antisemitism, today announced its new campaign, “When There Are No Words.” The new campaign re-establishes the organization’s flagship Blue Square #🟦 as a symbol of solidarity that calls on Americans to take a united stand against Jewish hate and all forms of hate in a simple, clear way that can’t be misinterpreted or misunderstood.
Launched on Sunday, October 12 during the national broadcast of the Kansas City Chiefs-Detroit Lions game, the new television advertisement and $10 million ad campaign aim to encourage more Americans to become active allies against Jewish hate and all hate by sharing the Blue Square emoji in texts and social posts and wearing the Blue Square pin and bracelet.
First introduced in 2023, the Blue Square has emerged as a powerful symbol for demonstrating allyship, ensuring that people around the world can show kindness and support to the Jewish community. However, Jewish hate and broader forms of hate have continued to increase in America – with disturbing attacks that have victimized Jewish people in Colorado and Washington, D.C., a Catholic church in Minneapolis, and most recently, a Mormon temple in Michigan.
According to the Alliance’s proprietary research, antisemitic attitudes are now held by 25% of the population — an increase of 26 million people in just 18 months. While Jews account for only 2% of the U.S. population, they are the target of nearly 70% of faith-based hate.
“When there are no words for hate, the Blue Square speaks volumes. It serves as a rallying call for all Americans, acknowledging that we each have a role to play in defeating antisemitism and all forms of hate – and that we don’t have to accept the status quo,” said Adam Katz, President of the Blue Square Alliance Against Hate. “Standing united against all forms of bigotry and violence is not just a moral duty, but the cornerstone of any healthy society. With the Blue Square campaign, we’re growing the coalition against hate at a critical time for our country.”
Today’s Blue Square campaign launch aims to directly challenge these trends while acknowledging that we must do more to defeat Jewish hate and all hate. The campaign’s $10 million ad buy will reach Americans through television, social media, YouTube, and billboards, encouraging individuals to join a unified front against hate by donning the Blue Square pin and spreading its message online, from commenting on social posts with a simple Blue Square emoji or texting a Blue Square to a friend, neighbor or colleague who may need to know they have support.
To further this mission, the Foundation to Combat Antisemitism is also formally rebranding as the Blue Square Alliance Against Hate, reflecting the organization’s growing coalition of partners stepping into the fight against hate, while harnessing the energy that the Blue Square brings to a broader, multifaceted effort to defeat antisemitism and hate in all forms.
Over the past year, the Blue Square Alliance Against Hate has expanded programming to reach unengaged Americans nationwide with a growing coalition of partners committed to defeating hate. In September, the Alliance partnered with the Appeal of Conscience Foundation to facilitate “Stand Up Sunday,” an interfaith effort bringing together hundreds of thousands of congregants across the nation to denounce antisemitism and all faith-based hate. In recent weeks, the Alliance has partnered with UNCF and Hillel International to launch a 14-stop nationwide “Unity Dinner” tour, bringing together Black and Jewish students to break bread, rebuild the historical bonds between the two communities, and recognize how they can support each other and work together to fight against all forms of hate.
“Countering the rise in antisemitism in society and on campus requires exceptional innovation and collaboration – two values championed by the Blue Square Alliance Against Hate,” said Adam Lehman, President and CEO of Hillel International. “We’re proud to be partnering with the Alliance to further our work on college campuses with our Black-Jewish Unity Dinner initiative. Together, we’re engaging in dialogue, building bridges, and taking a united stand against antisemitism and hate.”
“Faith based hate must be eradicated in our society and requires a strong and unified response.” said Karen Dresbach, Executive Vice President of the Appeal of Conscience Foundation. “Stand Up Sunday, our joint initiative with the Blue Square Alliance Against Hate, represents the strong, appropriate and courageous interfaith effort we need to defeat faith-based hate in this moment. The Appeal of Conscience is proud to partner with the Alliance on this initiative, and we look forward to continuing our collective efforts to stand up to Jewish hate and all faith-based hate.”
“The fundamental vision of the Blue Square Alliance Against Hate is simple: to end hate of all kinds by building empathy,” said Dr. Michael Lomax, President and CEO of UNCF. “Our Unity Dinner initiative, which brings Jewish and Black college students together, is a successful model for how to establish dialogues and inspire new allies. We see the Blue Square as an emblem of this joint mission, and we are committed to continuing our partnership with the Alliance to expand our efforts to combat hate.”
The Blue Square Alliance Against Hate leverages a data-driven model to reach Americans unengaged in the fight against antisemitism, and to ultimately convince them to become active allies in the mission to defeat hate. The Alliance’s Command Center, the organization’s central technology hub, monitors more than one billion posts daily across social media, analyzing online conversations to inform strategy. Unengaged Americans who have the Alliance’s ads are 46% more likely to stand up to Jewish Hate.
The Blue Square #🟦 ad campaign will roll out creative content and activations to spread the message of the Blue Square. Individuals can request a Blue Square pin, bracelet, or sticker by visiting https://bluesquarealliance.org/pins/.
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About the Blue Square Alliance Against Hate
The Blue Square Alliance Against Hate, formerly known as the Foundation to Combat Antisemitism (FCAS), was founded by Robert Kraft in 2019 to stand up to Jewish hate and all hate by inspiring Americans to become active allies in the fight. The Blue Square Alliance looks to reach the nearly 50% Americans who are unengaged in the fight against hate and inspire them to stand up to it. In 2023, the Blue Square #🟦 was established as the universal symbol of unity in combating hate, allowing all allies to wear and share their support.
Media Contact:
Evan Kendall, [email protected]
