Israel in the Age of Eminem - A Creative Brief for Israel Messaging
Publication Date: March 2003
Author(s): Frank Luntz
Keywords: American Jews; Israel attachment; Identity formation
Coverage: United States Israel
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?