Jewish Community Centers are often (and erroneously) perceived as Jewish-only spaces. I developed this campaign to highlight the Dwares JCC’s diverse member community, using real quotes from non-Jewish members. I arranged the copy so that each line stands as a unique selling point.
This campaign was due to go live in early 2020, but COVID forced us to shelve this campaign. It was replaced by “Jewish Roots,” described below.
In the early days of COVID, the Dwares JCC sought ways to maintain its role as a community hub and boost members’ sense of togetherness and belonging. They arranged an at-home community art project — a mosaic tree, led by local artist Nancy Katz.
I led the project’s branding, starting with its name, which was designed to be both descriptive and meaningful, especially to its core audience. I also named the Creativity Kit that participants received, and I wrote promotional materials to help foster engagement in the project.
