I am delighted that the CFJS has taken the initiative to create a campaign showing the beauty, courage and successes of our small country – Israel. Clearly there is a great need to do so because: a) our adversaries have become very efficient in PR and marketing, leaving the Jewish people behind; b) both Jews and non-Jews are often very uneducated about the dimensions of Israel, its small population and the incredible affect it has on the world; c) more and more Jewish students and families are showing fear about expressing their love of the Jewish people, Judaism and Israel. 

(I will write more about this in the future, however suffice it to say that I continually hear from teachers, principals and Jewish leaders about their constituents, congregants, students etc. expressing this sentiment about their Jewishness. Europe [Jews in France are afraid to wear kippot etc.]  is slowly coming to North America).

Once again, accolades to Jewish students for taking the initiative to show off Israel and the Jewish people to the world.

I do not believe, however, that the theme of this campaign is appropriate, nor is it terribly Jewish. Using a provocative and sexual reference to the size of one’s manhood in describing Israel, is to me drawing upon a very base tone and form of messaging generally reserved for mindless Reality TV and talk shows.

There is something very holy and precious about our people and Home. While the beaches of Eilat are clearly a draw for many tourists, as is Tel Aviv nightlife, so too are the cul de sacs of old Jerusalem and the artistry of Sefat.

To distill all of this down to an advertising campaign where an attractive woman reflects on the anatomical symbol of her well buffed boyfriend’s virility, detracts from the historic and current meaning and purpose of the State of Israel.

Israel exists as a homeland for the Jewish people, as a place where we are allowed to be a ‘light unto the nation’ and where our fathers and grandmothers fled to escape slaughter. This can never be forgotten and is certainly not seen through this campaign.

Moving forward, Israel is also a place where young people party, learn about sex, joyfully discover their youth and adulthood. While there is room for humor in all of this – and no doubt we Jews need to laugh more - I think that in this case we will be laughed at.

Essentially the CFJS has decided to use racy comedy club humor (which is fine in a comedy club) to showcase Israel. I think they may have forgotten this message goes out to their contemporaries, non-Jews including our enemies, and my Mother. (I know I don’t want to be in the room if she asks for an explanation as to what this message means).

I am not a prude by any stretch. I am a big supporter of independent Jewish student programming and advocacy, but I fear in this case a mistake was made and encourage those who constructed this campaign to rethink it. 

Israel is indeed small and its successes enormous. The number of Jews in the world is almost insignificant compared to the world population, but we have made some serious inroads, both today and years gone by. That point was made through this campaign, however in a very provocative way, and through words and images that will only appeal to a very select group of people. 

Certainly this campaign is garnering a lot of recognition. The website is getting hits galore. The truth be told though is, we shouldn’t compromise our values through the process. The ends do not necessarily justify the means. This process, I believe, does not symbolize the best of our values.

Be proud. Be hip. Be edgy. Be funny and clever. And while you’re at it, students please consider there are many people watching us, now wondering about our choice of messages, and what it is exactly so many people have died for and continue to fight on behalf of.

Well done students for showing your independence from the ‘man’. Just ask around a bit more next time to gauge your market. I believe you missed the target this time.

http://www.sizedoesntmatter.ca/wp-content/themes/sdm_theme/splash.php

http://www.youtube.com/watch?v=PjQKHVA2kLA

Thursday, 05 November 2009

Dear Jewish day school principals, teachers, boards and parents: The Toronto Jewish community is fortunate to have a vibrant day school system. Like all institutions, though, there are some cracks.   Too many of our day school children are suffering at the hands of bullies. Far too many of our children are allowed to abuse other children. One child being bullied and one bully in our community is too many. They need our guidance and help. It’s cause for great concern that Jewish children are able to act violently or abusively toward others. We are not a violent people. In fact, the Torah we teach in our schools – in those courses we pay handily for – are predicated on kavod – respect. Where are our children learning this aggressive and insensitive behaviour?   While I know there are schools that have invited in such organizations as LOVE (Leave Out Violence, www.leaveoutviolence.com), more needs to be done to educate our community on the long- and short-term pain that bullying causes. I have been told that bullying is ingrained very deeply in our schools, and it’s often unrecognizable to parents, teachers and principals. Your child/student might be afraid to tell you that he or she is being bullied or is a bully. Parents from day schools of all denominations have told me that children are often poorly supervised in the schoolyard and lunchroom. This creates an environment in which organized and informal bullying takes place. The law of the brute is able to prevail. Some parents say that teachers deal reactively and randomly with violent situations in the schoolyard. The students might be warned to behave, but then return to their nasty behaviour. The bully might get reprimanded, but their mean-spiritedness isn’t dealt with and their hurtful and abusive character remains intact. “It’s really every family and kid for themselves,” one parent told me. Our community is much more aware of bullying in our day schools than ever before. The Jewish Family & Child is helping to stymie the problem in schools by training social workers to detect bullying, and to recognize and help both the bullied and the bullies. The agency is educating our principals, teachers and students on the destructiveness of all types of bullying, including cyber-bullying. (Imagine your child being e-labelled for all to see: “The biggest geek in the school.” Yes, you should cry for that child.) “We’re doing our part and must remain vigilante to sustain our efforts,” JF&CS’ executive director, Richard Cummings, said. We need to hold ourselves, our schools and our children to a high standard of decency, tolerance and respect. That’s the only reason Jewish schooling exists. Do some research: • Principals: Read www.bullyingawarenessweek.org (Nov. 15 – 21) and sponsor bullying education in your schools. • Boards: Request a cross-community committee to determine the level of bullying in our schools and ways of squelching it. • Parents: Ask for regular workshops through LOVE and other organizations. Demand a greater emphasis on courses that focus on human decency and interaction. • Parents: Teach your children to stick up for themselves and others. • Parents: Teach and show your children, if they are a bullying others, to be gentle. • Rabbis: Speak and write about bullying and kavod from your pulpits and in your newsletters. The Torah has its bullies. Read about them at http://www.blognow.com.au/rabbiofoz/73233/Bible_Bullies.html. Cain bullied Abel, and Joseph was bullied by his brothers. Let’s study these stories to learn how not to behave. The bullied and the bullies await our action. B’shalom, Once bullied, Avrum

If you were every bullied in school, saw yourself  as a bully, or have been told you are, let me know your story. It’s a big problem, from what I’ve deduced in our Jewish day-school system. Let’s make it better for kids by getting this stuff out in the open. – Avrum

I was privileged and honoured to sit in on a Hillel staff meeting at the University of Toronto’s Wolfond Centre during Israeli Apartheid Week (IAW). My task was to give what is called chizuk, or strength, to those around the table, as it had been a difficult week.

I sat next to Zack Kay, the director of Hillel and a steadfast and visionary leader. I looked out at all the campus staff members (about 15 of them) responsible for York University, Ryerson University and, of course, U of T. I felt privileged and honoured to be part of that meeting, because I felt privy to something significant going on in the world – and everyone likes to sit next to important and courageous people. I listened closely to the reporting.

By then, I had read so much about IAW – much of it hyperbole – that hearing about this shameful event first hand, from individuals who had been eyewitnesses to it, was enlightening. I metaphorically put down the daily newspaper filled with sensationalism and listened to hear something authentic.

Around the table we went.

A representative from one of the Jewish campuses (I will leave names out for security reasons) said that Jewish students were feeling intimidated on campus, especially during IAW. Another staff said that a lot of IAW is well-organized and well thought through, and that there is a need to be concerned about its level of sophistication.

An entire spectrum of thought and opinion emanated from the meeting, reflecting fear of growing anti-Semitism on campus and the belief that Jewish students have friends everywhere. I was fascinated. Mostly, however, I was proud of the people who were speaking. I realized as the meeting moved on that the people sitting next to me were walking the walk of activism – actually fighting the fight – and that they’re integral for the preparation that’s required for a 12-round battle against anti-Semitism.

Then came my turn to speak. I told the staff that we in the community recognize the courage it takes to be a Jewish community worker on campus nowadays. I let them know that we know they are on the front lines of combatting anti-Semitism and are wading into perilous waters.

“This has not gone unnoticed,” I said.

I told my bold colleagues that we feel for them, knowing that they’re taking the punches and under stress from forces both within the community and outside of it. I reported to them that Jews everywhere – Holocaust survivors and rabbis, as well as men, women and children up and down the Bathurst Street corridor, above Steeles and below Bloor Street – are indebted to them for their gallant leadership.

On behalf of the Canadian Jewish community, I say to campus staff and students thank you for your eternal vigilance as Jews and accolades for choosing community work as your livelihood, knowing the risks that come with it.

Unfortunately, you are now witnesses to the “oldest hatred”: anti-Semitism. Your perception as Jews has likely changed, but today you are seasoned professionals, more so than yesterday.

We need you. Let there be no mistake about that. We need you.

So as we forge ahead during these days when all Jews need to be awake and active, we listen closely to you on ways to stymie the hatred and on how to be strong when the night sets in and arrows of hatred are shot at us. We look to you for guidance and pledge support, in any way required.

Well done! May God always protect you, as well as Jews everywhere and all good people of the world. May the darkness you have come to see turn into light and let unity reign. Am Yisrael chai! The Nation of Israel shall live!

http://www.cjnews.com/index.php?option=com_content&task=view&id=16463&Itemid=86