There is a tension in the fight against antisemitism that those of us in this work live with every day.

On one hand, much of what we do must be disciplined, strategic, and data driven. Over the past number of years, we have invested heavily in understanding the problem through polling, research, and community insight. We track trends, measure impact, and build tools based on evidence.

And yet, sometimes, the most important things we do come from somewhere else entirely.

They come from moments in time and from the heart.

Our World Cup campaign in partnership with JewBelong is one of those moments. And it is important to say that this was not only an organizational decision. It was a leadership one. Our Chair of the Board, Lana Marks Pulver, helped drive this as a heart based endeavor, recognizing that alongside strategy and data, there are moments that call for courage, instinct, and a willingness to act.

JewBelong itself was born from a simple but powerful idea: that Jewish identity should be visible, proud, and accessible, and that fighting antisemitism requires speaking in a language that reaches beyond the Jewish community. Known for its bold pink billboards across the United States, JewBelong has built a platform that is clear, direct, and unapologetic.

Bringing that approach to Vancouver, at a moment when the world is watching, felt both natural and necessary. JewBelong understands something important about modern antisemitism. Facts matter. Research matters. But before people will engage with a problem, they first have to notice it. Visibility matters too.

As Vancouver hosts the world, as global attention turns........

© The Times of Israel (Blogs)