The Basis to Fight Antisemitism (FCAS) is rebranding because the Blue Sq. Alliance In opposition to Hate and reviving the blue sq. image in a rallying cry in opposition to a surge in Jewish hate.
On Sunday (Oct. 12), through the nationwide broadcast of the Kansas Metropolis Chiefs vs. Detroit Lions NFL recreation, the group will launch a $10 million marketing campaign encouraging Individuals to turn out to be allies in opposition to antisemitism and all types of hate.
Created by VML, the advert will run throughout social media, YouTube, and out of house. Folks can present solidarity by sharing the blue sq. emoji in texts and social posts or by carrying a blue sq. pin or bracelet.
The Robert Kraft-backed basis launched the blue sq. in 2023 as an emblem of unity.
The sq. represents that whereas Jews account for less than 2% of the U.S. inhabitants, they’re the goal of almost 70% of faith-based hate crimes within the nation, in accordance with the alliance’s analysis. Antisemitic attitudes at the moment are held by 25% of the U.S. inhabitants, the analysis discovered.
Together with the marketing campaign, the group stated it’s rebranding to mirror its rising coalition of companions and broader effort to fight all types of hate alongside antisemitism.
“[The blue square] serves as a rallying name for all Individuals, acknowledging that we every have a task to play in defeating antisemitism and all types of hate–and that we don’t have to just accept the established order,” Adam Katz, president of the Blue Sq. Alliance In opposition to Hate, stated in an announcement. “With the Blue Sq. marketing campaign, we’re rising the coalition in opposition to hate at a crucial time for our nation.”
The marketing campaign comes on the heels of Israel and Hamas agreeing to the primary part of a ceasefire deal in Gaza. It additionally comes simply over per week after a lethal assault exterior of a Manchester synagogue on Yom Kippur, the holiest day of the yr for Jews.
A contentious promoting historical past
Earlier this yr, the Blue Sq. Alliance (then FCAS) ran its second Tremendous Bowl advert, which introduced collectively retired NFL star Tom Brady and rapper Snoop Dogg to show the usually ridiculous causes behind hate. The marketing campaign expanded the group’s message past antisemitism to all hate.
Nonetheless, the advert drew backlash from critics who pointed to Brady’s and Snoop Dogg’s associations with MAGA, whereas some Jewish activists referred to as it out for not mentioning antisemitism in any respect.
In 2024, Blue Sq. Alliance purchased its first Tremendous Bowl business, “Silence,” which starred civil rights chief Clarence B. Jones, who helped draft Dr. Martin Luther King Jr.’s “I Have a Dream” speech. It ended with the tagline: “Stand as much as Jewish hate, stand as much as all hate.”
