In the US, Jewish people account for 2.4% of the population but are the victims of 55% of religious-based hate crimes

VML and The Foundation to Combat Antisemitism (FCAS), an organization founded by Robert Kraft, owner of the New England Patriots, have collaborated to address rising hate against Jews in the US. VML believes it’s imperative to add our voice to the conversation on antisemitism and #StandUpToJewishHate and this powerful campaign first aired during the Patriots vs. Jets NFL football game on October 30, 2022. It was also featured in top media outlets including The Wall Street Journal, The Washington Post and NBC, among others.

There's a role for each of us to play in combating a problem that is unfortunately all too prevalent in communities across the country today. We must stand up and take action against the rise of all hate and I hope everyone will post and share the Blue Square to show their support in this fight.

Robert K. Kraft

Founder, Foundation to Combat Antisemitism

Nearly 70% of Jewish Americans faced antisemitic hate online in 2022, and though Jews are only 2.4% of the American population, they are victims of 55% of religious-based hate crimes. Amidst this record surge in antisemitic incidents, VML sought to help drive awareness and compel action.

The FCAS and VML showcased what antisemitism looks like for American Jews today and the role non-Jews can play in fighting hate and intolerance.

The campaign spots were created by VML and were filmed and scripted to humanize and contextualize antisemitism for non-Jewish audiences and feature the role all Americans can play to #StandUpToJewishHate.

The integrated ad campaign across NBC Universal programming had hosts and talent from some of the network’s most popular shows introduce and raise awareness of the threat of antisemitism. The programming included NBC’s Emmy Award-winning series The Voice, and daytime Emmy Award-winning talk show The Kelly Clarkson Show.

The campaign amassed five billion media impressions, 1,765 earned media stories, 854,000+ visits to and over 125K public social mentions. Celebrities including Tom Brady, Julianne Moore, Meek Mill and Jon Bon Jovi showed solidarity by posting the campaign's Blue Square.

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2023 Cannes Lions

2023 Cannes Lions

Media, Media Planning

Silver Lion

2023 Cannes Lions

2023 Cannes Lions

PR, PR Effectiveness

Bronze Lion