New Gov’t Ad Campaign To Focus On Ethiopian Jews

Israel’s Ministry of immigrant Absorption and the Jewish Agency are launching a 1.3 million shekel advertising campaign to bolster the image of Ethiopian Jews. The creative work for the campaign was donated by the BBDO agency, and media outlets are donating time and space.

The campaign appears to be similar to a project I have had in development. Thankfully, I’m in the early stages and have not invested much in it.

This type of campaign is long overdue. Perhaps it will help rectify some of the major problems with Ethiopian absorption as noted by the Jerusalem Post:

Idzik Dessie, who heads the Tebeka Center for Legal Aid and Advocacy for Ethiopian Jews, welcomed the campaign. He said members of the Ethiopian community needed to see positive role models.

"The image of success is the most important thing," he said. "Until now the picture [of the Ethiopian community] that has been shown has been negative."

He added, however, that the campaign "is not enough."

He said that Ethiopians need to be in positions of influence in business, academia, and other sectors of the society. According to Dessie, 60 percent of Ethiopians with academic degrees are unable to find posts in their professions, and must work as security guards and in other blue collar jobs.

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10 Comments

Filed under Ethiopian Jews, Israel

10 responses to “New Gov’t Ad Campaign To Focus On Ethiopian Jews

  1. Anonymous

    I heard that the ethipians aren’t really Jewish

  2. Anonymous

    I heard that the ethiopians aren’t really Jewish

  3. Funny. I heard that about Chabadniks.

  4. Anonymous

    liar. you never heard that about Chabadniks

  5. Jerome Soller

    Shmarya,
    This sounds like a step in the right direction and good for the Jewish people overall. You said, “The campaign appears to be similar to a project I have had in development. Thankfully, I’m in the early stages and have not invested much in it.” Maybe, you can still contribute some of your ideas or contacts to this effort. Just keeping the Jewish community aware of its progress and listing contacts (e.g., people, web sites, etc) so others can support this effort (as you have done in this posting) is a great mitzvah.

    To the person that attacks the Jewish pedigree of the Ethiopian Jews, you are a coward for making statements without supporting evidence and not posting your name.

    Jerome Soller, Ph.D.
    Salt Lake City, Utah

  6. D. Stoller,

    They’ve got BBDO. They shouldn’t need me.

  7. Isa

    Discrimination…..
    If you are 50 or older and without a job
    You will get a taste of discrimination for sure.
    80 to 90% of all American businesses will NOT hire anyone over 50.
    So for those of you who say “so what” discrimination awaits you at age 50.

  8. Actually, it starts earlier, especially if the worker has noticible health problems like being overweight or smoking. Doesn’t help if you are Sabbath observant, either.

  9. Isa

    Shmarya
    Move to Texas
    Affordable housing, even in Jewish neiborhood cause the public schools are awful.
    Goyem neiborhood is VERY nice, affordable too! Even compares to Edina, MN
    Anyway, get to walk year round. Don’t have to be stuck in a house for 6 months cause its in Frostbite Falls, Minnesota.

  10. Anonymous

    Shmarya
    Move to Ethiopia

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