Canadian Friends of the Hebrew University of Jerusalem

Objective: Raise awareness and financial support for the Hebrew University of Jerusalem.

Solution: Focus group research conducted in Vancouver, Toronto and Montreal led to the development of a TV commercial narrated by Steven Spielberg, a series of newspaper ads, a direct mail brochure, as well as posters and direct mail letters. All communications focused on how the University faces increased demands with fewer resources due to the Israeli government's need to divert funding to defense, and how it must rely on outside financial support to maintain scholarship and graduate programs, and provide students
with everyday needs such as computers and books.

Results: The five-year campaign recently kicked off to immediate and strong donor response.