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PAGE 4A HERITAGE FLORIDA JEWISH NEWS, MAY 8, 2009 Why the L. A. federation tapped a Mexican poster artist By Gary Wexler LOS ANGELES (JTA)--Can a Mexican poster artist living in East L. A., whose fam- ily owns panaderias (Mexican bakeries) and taquito stands, be a great branding artist for the Jewish people? I&apos;ve staked my professional reputation on it. Alfonso Covarrubias, known in the L. A. design world as "Fons," has created the visual of a new marketing campaign launched just. before Passover by the Jewish Federation of Greater Los Angeles. The design is just the first step of a launch that is building to a power-packed denouement on Yore Kippur. But the design is symbolic of what is to come over the next few rnonths--a strategic campaign that breaks the traditional mold of Jewish and nonprofit marketing. The months-long launch is reflective of what has been learned through observing innovations and the realities that surround us to today--the Obama election campaign, new media, social marketing, a new generation, the community service movement, the changing environment of Los Angeles, a dynamic and evolving Jewish world and the downward economic spiral. In its break with tradition, it is indeed a campaign of risk--but a risk I believe must be taken today. My hope is that it will set the tone and the bar for the type of marketing thinking the and risks the Jewish world must be taking to Jews 1 secure its vibrant future. Th Last month's first step of the branding Tacol launchwasdesignedwithasensibilitythatwas will b to be both deeply Jewish and deeply L. A. The ers, new branding tagline "GiveLifeMeaning.org" huge emerged from extensive conversations within met 1 the community, asking people what was their activi most powerful motivation for involvement truck and support. People mentioned a variety of We reasons. Yet as we analyzed the responses, we L.A. f understood that regardless of what they said. was p the issue of meaning was the one common Whet denominator at the core of every response. It judgr was a powerful denominator, the st After creatingthe tagline, wewere facedwith librar what the visual appeal should be. Knowing we ish be were all living in a city unlike anywhere else objec on earth, with a unique creative Jewish corn- left h: munity unlike anywhere in the world, we knew Aft that Los Angelesness had to be incorporated ally b into all we did. times Los Angeles is now considered to be the most know diverse city in the world. Living here, you can fresh no longer move without confrontingthe fusion fusin of cultures that greet you the second you leave make your front door. And the predominant culture Yet in L. A. and all of California is Latino. Today, profit L.A. is as much a city of Mexico and Central the r America as it is of Hollywood, Beverly Hills, for nt It mu advo Th, Papal trip to Israel is not time to focus on problems By Ron Kronish JERUSALEM (JTA)--Why has Israel's lead- ership invited Pope Benedict XVI to pay a state visit to Israel at this moment in time? What message of great importance will he bring with him for Israelis and Palestinians Jews, Christians and Muslims--who all share this same land? Notwithstanding the bumps in the road in the Jewish and Israeli relationship with this pope, Benedict has decided to come to Israel in May to strengthen his ties with the people and the state, as well as to reach out to local Christians in the Galilee and Bethlehem. By combining diplomacy with pilgrimage, this pope will follow in the footsteps of his predecgssor, Pope John Paul II, who made a historic visit here in March 2000. Since Dec. 30,1993, when the Fundamental Agreement between the State of Israel and the Holy See was signed at the Israeli Foreign Ministry, there has been full diplomatic rela- tions between these two sovereign entities. Not only has the Vatican recognized Israel as the state of the Jewish people, but Israel has recognized the Vatican and entered into a relationship with its leadership. Undoubtedly these are among the most important diplo- matic achievements Israel and the Vatican have achieved in recent times. The 1993 agreement also outlined a series of issues, especially legal and financial ones, that are part of the revolution in relations between the Jewish people and the Catholic Church since the end of World War II. The preamble of this historic agreement states clearly that its framers were "aware of the unique nature of the relationship between the Catholic Church and the Jewish people, and of the historic process of reconciliation and growth in mutual understanding and friend- ship between Catholics and Jews." In addition to reaffirming diplomatic rela- tions, the pope is coming to the region with a message of peace and reconciliation. At the end of his first day in Jerusalem, on May 11, he will pay tribute to all those people and organizations in Israel and Palestine that actually engage in interreligious dialogue for peace in this part of the world. At a special convocation and reception, the pope will ac- knowledge and encourage people working in this field to continue and expand their work. According to the papal representative in Is- rael, Antonio Franco, "This special eventwill be held in Jerusalem because we strongly believe that there should be respect and cooperation among people of different religions in order to help reach peace in the region." Very few people know about the quiet achievements of those engaged in interreli- gious dialogue and action groups involving religious leaders, women, youth and educators in Israel and Palestine. They meet regularly, encountering the divine image in the other and engaging in reconciliatory action projects to mitigate hatred and violence. They offer an alternative path to conflict, one of peaceful coexistence. The very fact that the leader of the Catholic Church will devote a major audience to these people in his only day in Jerusalem attests to the importance he places in the message of peace and the method of dialogue. This is not a time to focus on the problems of the relationship between Israel and the Vatican. There will be other occasions for that. This is a celebratory moment, a time to say "Dayenu," to express gratitude for the Catholic Church's commitment to strengthen and en- hance diplomatic relations with Israel. It also is a unique opportunity to "seek peace and pursue it," as it says in DeuteronOmy 16:20. We should respond positively to the pope's message of peace and the imperative of dia- logue between peoples and religions as a way to promote peaceful living in this h01y land. Ron Kronish is a rabbi and educator who serves as the director of the Interreligious Co- ordinating Council in Israel <www.icci.org.il>. THE VIEWS EXPRESSED ON THIS PAGE ARE NOT NECESSARILY THE VIEWS OF HERITAGE MANAGEMENT. O   CENTRAL FLORIDA'SINDEPENDENTJEWISHVOICE x  ISSN 0199-0721 Winner of 40 Press Awards Ftor Emeritus HERITAGE Florida Jewish News (ISN 0199-0721) is published weekly for $37.95 per year to Florida ad- dresses ($46.95 for the rest of the U.S.) by HERITAGE Central Florida Jewish News, Inc., 207 O'Brien Road, Suite 101, Fern Park, FL 32730. Periodicals postage paid at Fern Park and additional mailing offices. POSTMASTER: Send address changes and other correspondence to: HERITAGE, P.O. Box 300742, Fern Park, FL 32730. MAILING ADDRESS PHONE NUMBER P.O. Box 300742 (407) 834-8787 Fern Park, FL 32730 FAX (407) 831-0507 ernail: news@rlandheritage'crn Editor/Publisher Jeffrey Gaeser Associate Editor Assistant Editor Gene Starn Lyn Payne Mike Etzkin Society Editor Bookkeeping GloriaYousha Paulette Harmon Kirn Pischer Account Executives Barbara do Carrno Marci Gaeser Contributing Columnists Jim Shipley IraSharkansky Steve Levine Tim Boxer David Bornstein Gail Simons Production Department David Lehman Teri Marks LoUis Ballantyne Elaine Schooping * Gil Dombrosky lestside and the Beach, where many 'eide. '. most recent L. A. craze is the Korean ruck that blogs every weekend where it . Among its hundreds of online follow- ning up anywhere at any moment, are numbers of young Jews. I even recently heir lawyer--a young Persian Jewish t. (Don't ask me why the Korean Taco already needs a lawyer, but this is L. A.) knew that the branding had to take the asion into consideration. Alfonso's work )werful and emotional. It was very L. A. we met him, he had no pre-conceived lents about a Jewish design and found bject fascinating. We brought him to the and pulled out Talmuds, illustrated Jew- oks, photos of Eastern European Jewish :s Sephardi ketubot and Israeli art, then m for hours to consume the visuals. r seeing all the design choices he eventu- ought to us, I am convinced that sbme- we need to go outside to someone who nothing of who we are and can bring a erspective. I am further convinced that Jewish culture with what surrounds it for a stronger Jewish appeal. the biggest marketing mistake non- s make is when they believe branding is ain strategy or the only one. Marketing bnprofits must go far beyond branding. st move toward three results--funding, acy and involvement. ; second biggest mistake they make is ing only in strategies and formulaic tactics and not in big breakthrough ideas. This campaign is being created through meeting both demands. How the thinking for this marketing initia- tive began is as important a lesson as what emerged. There needed to be the right environ- ment of risk-taking that would lead to a radical new marketing concept. That environment has been set at the L. A. federation by a brash and bold chairman, Stanley Gold, president of Shamrock Holdings. The federation executive; John Fishel, a believer in the importance of new media and the influence it will assert upon the future of nonprofits, was willing to support the idea in the face of economic stress and concerned budget committees. The creative, critical thinking path for this level of idea cannot be done in an hour here and an hour there, between this task and that task, in the pressured way most federations work. It requires an unbroken chain of focus over several days, working in think-tank fashion to break with traditional methodologies. In this case, four of us left the federation for two days, sat in an off-premise conference room, shut offour BlackBerries and worked 10- hour days. The four includedMitch Hamerman, the federation's marketing director; Denise Osso, the creative director; Deborah Dragon, the public relations director; and myself. Denise, who is not Jewish, brought a perspec- tive into the room that was not cynical about Jewish life, but one that was excited, in awe of Wexler on page 19A By Ma year made Sund Mc Julia and natio the E centt ticul lived On lv enco! ers fc a resl their creat, be re In Shab Jewis holie of Val recot Tora reall is re husb Torat Es] loyal1 and a the d Terri Fine is upon us, and with it, the day of the :hat the most long distance calls are nationwide Mother's Day, the second y in May. ther's Day was first proposed in 1872 by Ward Howe, an abolitionist, suffragist omen's rights advocate who sought a al mother's day celebration based on nglish tradition going back to the 17th ry of a "mothering Sunday." This par- r day was one set aside for servants who nd worked in their employers' homes. othering Sunday, these servants were traged to return home to theil: moth- r the day so that they would be given :ite from work and time to spend with families. Julia Ward Howe's efforts to ; a national Mother's Day holiday would dized in 1914. Judaism, many might argue that erev at is Mother's Day, as we celebrate our n mothers every week on the eve of its ;t day. In reciting Eshet Chayil,"AWoman r" from the Book of Proverbs, husbands nt their wives' many attributes. There are scholars who suggest that Eshet Chayil is not about Jewishwomen Eshet Chayil lly a metaphor for the Torah, while the md reciting Eshet Chayil represents the L's star pupil. et Chayil, in celebrating Jewish mothers' y, kindness, thrift, self-reliance, igitiave, cts of charity and faith, is a far cry from stortions perpetuated by stereotypes on Jewish mothers. A typical Jewish mother joke goes like this: Harry Goldberg has been elected the next president of the United States--the first Jew to rech the White House. He is very proud and phones his mother in New York to invite her t9 the inauguration. Hrry: "Momma, guess what! I've just been elected president. Will you be coming to the inauguration?" M0mma: "Harry! You know I hate trains. I can't face the journey all the way to Wash- ington." Harry: "Momma! You will not take the train. Air Force One will collectyou. Thejourneywill be over in 30 minutes." Momma: "Harry, I hate hotels and the non- kosher food." Harry: "Momma. you'll stay in the White House and have a kosher chef to yourself. Please come. I'm begging you." Mmma: "But Harry, I have nothing to wear t Harry: "Momma, I will have someone take you to Macy's and Bloomingdales. You will look perfect." Momma: "OK, OK. I'll come. You are so demanding!" Inauguration Day comes and Harry's mother is sitting in the front row of guests. As Harry is taking the oath of office, his mother leans over to the person sitting next to her and says, "Do you see that man taking the oath of of_ rice? That's nothing--his brother is a doctor!" Here, the Jewish mother complains. She finds fault with her son, the president. The Jewish mother is the subject of so many Jewish jokes. She is a caricature portrayed as a nagging manipulative, controlling, smother- ing, overbearing and overprotective mother who interferes with her children's lives even after they have become adults. She induces guilt in her offspring, and wants nothing more than for her children to become doc- tors. President of the United States? Only if he becomes a doctor first. Scholars suggest that it was Margaret Mead, the famed Cultural anthropologist, who first identified and perpetuated the Jewish mother stereotype. Mead interviewed over 100 Europe- an-born Jewish immigrants in New York City in a study financed by the American Jewish Committee that was published in the 1950s. The purpose of the study was to learn how Jewish immigrants navigated their transition from the European shtetl to life in the United States. Mead discerned patterns suggesting .that gender, religion and immigrant status combined to create a unique persona--the Jewish mother. Sociologist William Helmreich, Director of the Center for Jewish Studies at Queens College in New York City, argues that such stereotypes about Jewish mothers extend equally well to mothers of other minority and immigrant ethniclties, which suggests that the Jewish mother stereotype is not about anti-Semitism as some might believe. Instead. it is about women's central role in the Jewish home and family that perpetuates such stereotypes. Similarly, Paula Hyman, professor of mod- ern Jewish history at Yale University, argues that, "The Jewish mother stereotype arose only in part from the application of American standards to traditional Jewish cultural behav- ior. It also originated in the social situation of a second generation of Jewish mothers in America. While they patterned their intense lifestyle of mothering after their immigrant mothers, they lived in an environment that made fewer, demands on their time than had their mothers' more straitened economic cir- Fine on page 19A