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.

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.