Foundation to Combat Antisemitism Uses Super Bowl Strategy to Engage Unengaged Americans Against Hate
The Foundation to Combat Antisemitism (FCAS) has implemented a strategic campaign to transform passive indifference into active resistance against antisemitism in the United States. The campaign, titled 'No Reason to Hate,' was recognized with a Silver award in the Charity or Not for Profit category at The Drum Awards for Marketing. FCAS identified that 47% of American adults, approximately 140 million people, are 'Unengaged'—they do not perceive antisemitism as a significant issue. The campaign aimed to reach this demographic by leveraging high-conversation cultural moments, such as the Super Bowl, to make standing against hate unavoidable. The strategy involved a three-phase approach: anticipation, ignition, and amplification, using social media teasers and partnerships with trusted voices to embed the message in cultural discourse.