Client: Combined Jewish Philanthropies | Project: Rosh Hashanah OLA

Attendance for High Holiday events among Boston’s young-adult Jewish community was declining. We knew they felt pressure from their parents (and grandparents) to engage more with the Jewish community, so the last thing they needed was additional pressure and judgement. We were tasked with motivating 20-and 30-somethings to participate in High Holiday services and community events through a series of online ads that used humor to diffuse tension. As a result of these ads, event attendance more than doubled, and the OLAs served as a guide for the style and tone of future brand materials. 

My role: creative concepting, writing, creative direction