Being Jewish with Jonah Platt

EMERGENCY MINI-POD! Behind Robert Kraft’s Blue Square Super Bowl Ad with Org President Adam Katz

Feb 11, 2026
Guest
Adam Katz
Adam Katz, president of the Blue Square Alliance Against Hate, oversees strategy and data-driven messaging to fight Jewish hate. He breaks down the $15M Super Bowl ad: who the campaign tried to reach, how the creative was tested and refined, reactions and criticisms from the Jewish community, and why measuring impact and allyship matter for next steps.
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ADVICE

Model Allyship To Activate Bystanders

  • Model allyship visually to show non-Jewish Americans they can and should intervene.
  • Normalize support so defending Jews feels socially safe, not risky.
INSIGHT

Filling The Movable Middle Gap

  • The organization fills a gap by focusing on the movable middle that many Jewish groups weren't targeting at scale.
  • Successful social movements convert that persuadable majority into allies.
ADVICE

Measure With Digital A/B Tests

  • Measure impact with digital experiments comparing exposed and unexposed cohorts across awareness and intended behaviors.
  • Track dosage effects to optimize spend and placement.
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