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Manhattan Ad Guru Archie Gottesman Turns Billboard Expertise Against Rise in Antisemitism
Edited by: TJVNews.com
Archie Gottesman, renowned for her sharp-witted billboard campaigns for Manhattan Mini Storage, is channeling her advertising prowess into a cause that hits close to home—combating the rise in anti-Semitism. According to a report on Friday in The New York Post, the 60-year-old Manhattanite, famed for her sardonic slogans that have long colored the New York skyline, is now the creative force behind the JewBelong campaign’s bold and controversial billboards that have sparked both support and backlash across the nation.
Gottesman, a mother of three, gained notoriety through her work at Manhattan Mini Storage, where her clever and often cheeky taglines captured the city’s imagination. However, the Post report indicated that recent global events, including the significant uptick in anti-Semitic incidents following the Hamas led October 7th attacks, have steered her professional skills in a new direction. Disturbed by the increasing animosity toward Jews worldwide, Gottesman felt compelled to use her advertising acumen for advocacy, the report added.
The JewBelong campaign has been marked by its audacious approach to addressing hate. With approximately 500 billboards planted across the country, the campaign employs provocative slogans such as “Oh, don’t be naive. Hamas would chop your head off too,” aiming to jolt passersby into awareness and action, according to the information provided in the Post report. These billboards have not been without controversy, drawing criticism and acts of vandalism, yet Gottesman remains steadfast, undeterred by the hostility her work has attracted.
Gottesman’s transition from promoting storage solutions to advocating for what she calls “joyous Judaism” is a testament to her belief in the power of outdoor advertising to influence public opinion and spark dialogue. “I know my way around a billboard and I know that outdoor advertising works,” Gottesman told the Post, emphasizing that the skills required to sell commercial space are akin to those needed to promote cultural and social awareness.
The impact of the JewBelong billboards is palpable, as they bring the issues of anti-Semitism into the open, confronting societal prejudices head-on. However, Gottesman is no stranger to the vitriol that her campaign has ignited. “I’m surprised by the vitriol and anger – it’s insane seeing how much hate there is out there,” she confessed to the Post.
Across the United States, from Louisville, Kentucky, to Berkeley, California, JewBelong’s billboards have sparked significant backlash, including acts of vandalism.
Since its inception in 2017, JewBelong’s billboards have been installed in strategically diverse locations to maximize their impact, aiming to promote awareness and provoke thought about anti-Semitism and its contemporary implications, as was noted in the Post report. Unfortunately, some of these billboards have been targets of anti-Israel vandalism, a testament to the contentious nature of their messages. For instance, a billboard in Louisville stating, “Let’s be clear: Hamas is your problem too,” was defaced, a clear indicator of how heated the public discourse can become around such issues.
The situation was similar in Washington D.C., where a sign posited, “Can a billboard end anti-Semitism? No. But you’re not a billboard,” only to be vandalized. Perhaps more disturbingly, in Berkeley, a billboard that read, “We’re just 78 years since the gas chambers. So no, a billboard calling out Jew hate is not an overreaction,” was sprayed over with graffiti supporting Hamas, showcasing the stark and troubling opposition that such messages can evoke, as was detailed in the Post report.
One of the most provocative slogans, “Hamas would chop your head off too,” displayed in Bergen County, New Jersey, drew over 100 complaints and was ultimately removed.
Gottesman, a self-described feminist and once a staunch Democrat, finds herself in a new role, advocating for Jewish safety and battling against what she perceives as dangerous shifts in public sentiment, as was pointed out in the Post report.
For Gottesman, the issue of anti-Semitism is not just a societal problem but a deeply personal one. She expressed her alarm over the changing atmosphere, telling the Post that, “Being Jewish is really scary these days.” This sentiment is rooted in her direct experiences and those of her family. As was described in the Post report, she recounted a harrowing incident involving her adult daughter, who was pursued by a man tearing down missing person posters in what was later reported as a hate crime.
Gottesman’s political views have evolved in response to her experiences and observations. Originally a dedicated Democrat, she has found herself moving toward the political center, driven by what she sees as some members of her former party quickly condemning Israel without sufficient consideration of the complex issues at play, according to the information contained in the Post report. This shift reflects a broader trend she identifies among Americans, who feel increasingly alienated by the polarized nature of current political discourse.
Amid growing concerns for personal safety, Gottesman’s daughters have started training in Krav Maga, an Israeli martial art known for its focus on real-world self-defense scenarios, as was said in the Post report. This decision highlights a proactive approach to personal security, illustrating a tangible response to the significant increase in hostility towards Jews.
In her advocacy, Gottesman is particularly concerned with the power of media and messaging, noting that those opposed to her views are adept at framing their narratives. The Post reported that she counters this by emphasizing the importance of thoughtful, well-articulated arguments, quoting one of her own billboards: “Just because you’re louder doesn’t mean you’re right.” This statement captures her commitment to meaningful dialogue over noisy, divisive rhetoric.
