Dating website JDate is rolling out a new advertising campaign that plays up Jewish cultural references including gefilte fish, sleepaway camp and Chinese food on Christmas, the New York Times reported on Thursday.
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According to the Times, the ads that also feature a new tagline – "Get Chosen" – are debuting on a digital billboard in New York City's Times Square on Thursday, just in time for Valentine's Day. They will also appear online, on sites including YouTube and Haaretz.com.
The Terry & Sandy Solution, a New York-based advertising firm, created the campaign, which doesn't aim to appeal to non-Jews.
Sandy Greenberg, one of the firm's co-founders, told the Times: “We don’t care if non-Jews don’t get this work.”
The campaign includes a variety of images with taglines that refer to Jewish humor or culture.
Among them are an image of a wedding-cake topper with the tagline "Find someone who shares your love of gefilte fish"; a photo of a camel with the tagline "Meet someone who wasn't on your Birthright trip"; and an image of Moses holding the Ten Commandments with the tagline "6,000 years of persecution just so you can go on Match.com?"
The campaign will expand to include television commercials and print ads as well in the weeks before Passover, according to the New York Times, which reported the campaign's projected expenditures would be $2 million to $3 million.
Last year, the Pew Research Center Survey of U.S. Jews found that the intermarriage rate stands at 58 percent, up from 43 percent in 1990 and 17 percent in 1970. Among non-Orthodox Jews, the intermarriage rate is 71 percent.