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Israel in the Age of Eminem - A Creative Brief for Israel Messaging

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Abstract:

By listening to members of this generation talk about their identities and their relationship with Israel we can better understand their realities, questions, and mindsets. We attempt to capture verbatim respondents reactions to 120 pieces of Jewish organizational collateral, including advertisements, event fliers, advocacy posters, and Web sites. In doing so we sought to examine what is this audience thinking? What impact are our current efforts having? What is working and what is not? What language, images, and questions could improve advertising efforts?