#OwnYourStar: Together We Can Counter Rising Antisemitism

Hillel International was founded in the United States in 1929 as a non-profit organization, with a mission to enrich the lives of Jewish students so that they may enrich the Jewish people and the world. By 2021, it had grown into the world’s largest Jewish college campus organization with over US$50 million in revenue and had achieved international recognition by connecting students at colleges and universities around the world. In August 2021, the newly appointed brand director was challenged with developing a new digital marketing strategy in the throes of rising antisemitism. Her campaign had to be educational and engaging, and should empower Jewish students on campus to act: involving other Jewish students and fostering a feeling of inclusivity for all. The brand director had much to prepare and needed to outline how Hillel International should embark on a marketing campaign during the fourth quarter of 2021.

This case is suitable for undergraduate- and graduate-level marketing, business administration, and human resources courses. It can also be taught in a core marketing class as well as specialty courses that cover DEI marketing communications, digital marketing, and integrated marketing. It may also be effective for executive students to illustrate the growing need for inclusion of religious beliefs in DEI position statements. Finally, this case can be used to discuss the importance of creating marketing campaigns that resonate with a particular age group that is dynamically changing. The case can be used in both an in-person and online format.<br><br\>After working through this case and assignment questions, students will be able to<br><br\><ul><li>evaluate the role of an organization in advancing diversity, equity, and inclusion (DEI) practices and beliefs within a company across customers, college institutions, and industry associations;</li><li>access opportunities for launching religious affiliation messages, and how these might affect or shape the market;</li><li>understand how developing brand messages can help to differentiate between digital channels; and</li><li>recommend content storytelling and a digital marketing strategy that allows for exponential reach.</li></ul>

• diversity
• equity
• inclusion
• DEI
• antisemitism
• digital marketing
• social media marketing