Translate Hate Campaign
*Archived projects are examples of work from past campaigns or assignments that no longer live front and center in my portfolio. These projects may have been archived for a number of reasons (they were old, no longer showed my skillset, etc). But keeping them archived here makes them handy for quick discussions and case-study references.
OVERVIEW
Campaign: Translate Hate
Client: American Jewish Committee
Agency | Team:
GMMB
Larissa McCartney, Senior Art Director
Lacey Gonzalez, Senior Copywriter
Don Corrigan, Creative Director
Kristen Palmisano, Senior Project Manager
Roles: Creative Concept, Art Direction, Web Design
MANIFESTO
STOPPING ANTISEMITISM STARTS WITH UNDERSTANDING IT
We encounter antisemitism every day—in tweets, in headlines, from public figures—yet, we rarely see it for what it is. Hate that, while aimed at some of us, hurts all of us. But how do you ask non-Jewish Americans to fight antisemitic behavior when most of them have trouble even recognizing it when it happens?
When we partnered with the American Jewish Committee to create a campaign focused on exposing antisemitism, we knew we had to start with an education. We had to teach our audience how to spot antisemitism, especially when it’s hiding in coded language—a joke, a cartoon, a dog-whistle from our own president.
The Translate Hate campaign aims to help every American call out antisemitism and know those actions, ideas, and words for what they truly are—hatred, bigotry, and discrimination. So, next time you see antisemitism, don’t ignore it, label it.
And together, we’ll translate hate to acceptance. To hope. To alliance.
THE GLOSSARY
The cornerstone of the campaign was a printed and digital glossary of antisemitic terms, phrases, conspiracies, cartoons, themes, and memes that exist in the physical and digital world. By identifying these, oftentimes covert examples of antisemitism, providing a history of how the term or phrase came into being, we could help educate people to acts of hate they may otherwise have scrolled past and flag the message as such, removing it from the offending platform or feed. You can download the glossary, here.
THE DIGITAL EXPERIENCE
You can view the microsite at ajc.org/translatehate
PAID + ORGANIC SOCIAL
CAMPAIGN TEASER VIDEO
EXPERIENTIAL, AMBIENT + DIGITAL EXTENSION CONCEPTS
Phase 2 creative concepts for extending the Translate Hate campaign and move the public from education to action, in hopes to generate earned media around AJC’s continued fight against antisemitism.