The Foundation to Combat Antisemitism (FCAS) is rebranding as the Blue Square Alliance Against Hate and reviving the blue square symbol in a rallying cry against a surge in Jewish hate.
On Sunday (Oct. 12), during the national broadcast of the Kansas City Chiefs vs. Detroit Lions NFL game, the organization will launch a $10 million campaign encouraging Americans to become allies against antisemitism and all forms of hate.
Created by VML, the ad will run across social media, YouTube, and out of home. People can show solidarity by sharing the blue square emoji in texts and social posts or by wearing a blue square pin or bracelet.
The Robert Kraft-backed foundation introduced the blue square in 2023 as a symbol of unity.
The square represents that while Jews account for only 2% of the U.S. population, they are the target of nearly 70% of faith-based hate crimes in the country, according to the alliance’s research. Antisemitic attitudes are now held by 25% of the U.S. population, the research found.
Along with the campaign, the organization said it is rebranding to reflect its growing coalition of partners and broader effort to combat all forms of hate alongside antisemitism.
“[The blue square] serves as a rallying call for all Americans, acknowledging that we each have a role to play in defeating antisemitism and all forms of hate–and that we don’t have to accept the status quo,” Adam Katz, president of the Blue Square Alliance Against Hate, said in a statement. “With the Blue Square campaign, we’re growing the coalition against hate at a critical time for our country.”
The campaign comes on the heels of Israel and Hamas agreeing to the first phase of a ceasefire deal in Gaza. It also comes just over a week after a deadly attack outside of a Manchester synagogue on Yom Kippur, the holiest day of the year for Jews.
A contentious advertising history
Earlier this year, the Blue Square Alliance (then FCAS) ran its second Super Bowl ad, which brought together retired NFL star Tom Brady and rapper Snoop Dogg to expose the often ridiculous reasons behind hate. The campaign expanded the organization’s message beyond antisemitism to all hate.
