How NJ nonprofit JewBelong is using witty marketing to reconnect people with Judaism

Mini storage units and Judaism: The two subjects might not seem related, being that mini storage units are big empty spaces and Judaism is an ancient global religion. But they do have one thing in common: brand specialist Archie Gottesman has gotten people talking about both of them.

Between the late '90s and 2014, Gottesman raised awareness ― and sometimes blood pressures ― with wildly entertaining New York-centric billboards advertising the Manhattan Mini Storage units of Edison Properties, the parking lots-and-storage spaces business founded by her father and uncle in the 1950s. ("Why leave a city that has six professional sports teams, and the Mets?" and "New Yorkers aren't better than anyone else. We just dress like it" are just two of the dozens of memorable messages she popularized.)

For the last several years, though, Gottesman ― along with marketer Stacy Stuart, whom she hired at Edison 28 years ago ― has been training her sharp wit and energies on the topic of Judaism, the religion they share. The mission of their nonprofit, JewBelong, is twofold: To help disengaged Jews ― "DJs," in Gottesman's parlance ― reconnect and feel comfortable within the Jewish community, and to raise awareness about the recent explosion in antisemitism, including tips on how to fight it.

Overseeing a nationwide campaign to condemn bigotry is not for the faint of heart. But for Gottesman, whom Stuart describes as brave, it's the perfect calling.

The art of getting noticed

As a grade-schooler in Montclair, Gottesman recalls a sense that she knew all her neighbors, and that she could walk to Upper Montclair by herself. "I felt very independent, and remember having a nice amount of freedom," she says. At Northwestern University, she studied business communication with an interest in how signage and branding work. After she graduated, she went into the family business and stayed there for almost 30 years.

"There are some differences in self-storage spaces like location, lighting and safety, but the truth is, they're a commodity," she says. "We were selling space, so I thought 'This is a little boring for customers. Let me make it more interesting with edgy, sexy, political pop-culture-focused advertising." When friends praised her "Cheaper than Therapy" billboard showing an apartment dweller being squeezed out by stuff, she knew she'd hit on a formula for having fun and selling storage space at the same time.

Natural writing partners, Gottesman and Stuart created all of Edison Properties' advertising in-house. And the campaign got noticed. Fast Company ran a story with the headline "This Company's Brilliantly Sassy Branding Strategy Makes Yours Look Sad and Boring," and The New York Times weighed in on how the Mets billboard might affect fans.

"I learned that in order to get people's attention to sell a storage room or an idea, being interesting and compelling is the best way to do it," says Gottesman, who grew up in Montclair and Morristown; Stuart lives in Verona.

The two left Edison in 2015 and launched the branding company Starch, a combination of their two first names. They soon found, though, that most clients weren't prepared to be as bold as Gottesman wanted to be, and the women's focus shifted to the Jewish community of which they were both a part ― though in different ways.

"I'd always been interested in the way Judaism looked to other people," says Gottesman, who was raised as an observant Jew. "My husband Gary converted to Judaism and Stacy didn't have much of a Jewish education. That made me see things through their eyes." Gottesman and Stuart attended the two-year Wexner Heritage Program to learn more about Judaism, receive leadership training and connect with other volunteers in the area. Upon graduating, rabbi and scholar Larry Hoffman told them "You're not going to fix Judaism on your own, but you can go out into the world and be a blessing."

"And that," says Stuart, "was the birth of JewBelong."

Both ends of the Jewish experience

A large part of JewBelong's original mission is to make disengaged Jews and non-Jews feel less "JewBarassment," or sheepishness because they're unfamiliar with traditions; a recent Pew Research Center study found that between 2010 and 2020, more than six in ten Jewish unions were intermarriages.

"Most people want meaning, (so I want to) make something relevant to you so you're like 'Oh, that's relevant to life today, I'm going to do that,'" says Gottesman.

Putting the purpose of the Jewish New Year of Rosh Hashanah, which was celebrated Sept. 15-17 this year, in a universal context is one example.

"For thousands of years, it's been a time to go to friends and family and wipe the slate clean," says Gottesman. "You can apologize to friends and say 'I value our friendship and didn't mean to hurt you.' That's a Rosh Hashanah tradition, but I'm a practicing Jew and I didn't know that until 10 years ago. What do we not want to repeat from last year? JewBelong is a way of spreading that education."

Gottesman and Stuart's unique mind meld continues to guide their messaging. "Archie and I have a shared language where we both get it," says Stuart. "We can look at 100 lines and pick the same three as the best." Their engaged social media following of more than 53,000 followers guides them, too. "We'll post on social and see the responses we get," she says. "It's a great barometer for us."

Eye-catching hot pink JewBelong billboards say things like "So you eat bacon. God has other things to worry about," "Tired of missing references in 'The Marvelous Mrs. Maisel?" and "Imagine your cell phone battery was on 6% and lasted 8 days. That's Hanukkah."

JewBelong brought isolated celebrants together during the COVID pandemic, when it was impossible to get together to observe Jewish holidays. Its September 2020 Sins, Stars and Shofars streaming broadcast was billed as "a JewBelong virtual Rosh Hashanah experience," and featured high-profile participants such as John Schreiber, CEO of NJPAC, and actors Richard Kind and Steven Weber; Weber became a member of JewBelong's board of advisors.

Alison Lebovitz, a board member and PBS television host, recalls why the group's mission resonates with her. "JewBelong lives, works, and plays at the intersection of everything I find most sacred — inclusivity, accessibility, community, and faith. And let's not forget joy!" she says. "So, when given the chance to be part of an organization that is actively engaged in this important work and be proximate to their efforts, I said yes without hesitation."

In May 2021, when fighting between Israeli forces and the militant group Hamas escalated and anti-Jewish assaults harassment and vandalism escalated, JewBelong dedicated itself to raising awareness about antisemitism. Though the nonprofit uses outdoor advertising to get these messages across as well, "We're trying to reach a different audience, because we're talking mostly to non-Jewish people," says Gottesman.

Using billboards and bus stops for signage, the group determines the dates and cities where they want their ads to appear. Sometimes the locations are chosen at the behest of donors and fundraisers, but the intention is always to generate buzz and TV coverage.

Messages like "Can a billboard end antisemitism? No. But you're not a billboard" and "I promise to love being Jewish 10x more than anyone hates me for it" often meet that goal. "The most popular is 'We're just 75 years since the gas chambers. So no, a billboard calling out Jew hate isn't an overreaction,'" says Gottesman. "Jew hate" stands in for "antisemitism," she says, because a study by another organization found that many Americans didn't know what the word meant. "Jews are only 2% of the whole country," she says. "If you don't know there's a problem, how can you be an ally?"

Conscious Judaism

JewBelong.com offers much the same support virtually. A one-stop shop for information on both practicing joyous Judaism and confronting antisemitism, it provides downloadable guides and links on how to do both, including advice on everything from holding a Shabbat service ("Friday night lights without the concussion") to an antisemitism cheat sheet to readings on pets. Much of the content has been created by JewBelong, now a tight staff of seven. The content is credited to rabbis and contributing writers.

JewBelong's fall initiative will focus on the High Holidays, including Rosh Hashana and Yom Kippur, which is observed from sunset September 24 to sunset on the 25th. In September, San Diego and Denver residents can look for funny, hot pink billboards celebrating the joy of Judaism.

Stuart says that she and Gottesman have "supported each other in every way that two women can," and is grateful for the personal guidance her work partner has given her over the years.

"She guided me through my Jewish everything," she says. "She helped me put together naming parties and a bris. My kids went to Jewish camp and Israel. She taught me how to do Shabbat. Being Jewish is an important part of my children's life and upbringing."

This article originally appeared on NorthJersey.com: JewBelong markets joys and challenges of Judaism with witty billboards