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UNITED
JEWISH
FUND
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Israel. Your gift to the Allied Jewish Campaign helped
make it happen.
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Special to The Jewish News
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A
be brash and attract atten-
tion?'
It is the belief of ad man
Gary Wexler, who conceived
the new media campaign,
that the majority of the unaf-
filiated, at least in Los
Angeles, share a closer sense
of Jewish identity with Woody
Allen and Philip Roth than
with the affluent
businessmen and lawyers
who dominate the federation
and synagogue boards.
Special targets among the
unaffiliated are young profes-
sionals, who are more likely
to give to Save the Whales or
Ban Handguns campaigns
than to the United Jewish
Appeal or American Zionist
Federation.
From now through May, the
ads will run in local dailies,
the Wall Street Journal, Time,
Newsweek, Sports Illustrated
and U.S. News and World
Report. Radio spots ..will be
heard during Passover week
on six stations, and 55 bus
shelters will display outdoor
signs.
large, eye-catching
photo in Sunday's Los
Angeles Times shows
an unkempt, homeless man,
eyes closed and head resting
on a pillow of crumpled
newspapers. The accompany-
ing headline calls out in inch-
high letters, "Not All Jews
Grow Up To Be Doctors."
The unlikely sponsor of the
half-page advertisement is
the Jewish Federation Coun-
cil of Greater Los Angeles,
which has launched a brash
and controversial media cam-
paign for its United Jewish
Fund that stands the tradi-
tional money-raising appeal
on its head.
The series of eight ads
reverse previous campaign
pitches through three devices:
the ads purposely play off
unflattering Jewish
stereotypes, they focus on
local needs rather than
Israel's, and they are running
— at a cost of $300,000 — in
general circulation dailies
Most of the ads feature
and national magazines,
large, dramatic photos, pro-
rather than in Jewish
vocative slogans and a
weeklies.
minimum of text. Examples
By conservative count,
include a picture of a
some 70 percent of the the
weatherworn, white-haired
550,000 Jews in the Los
bag lady, her shopping cart
Angeles metropolitan area
crammed with junk, with the
are unaffiliated with any
accompanying message, "Not
Jewish organization or
All Jews Shop on Rodeo?' Or
synagogue, and the new cam-
a portrait of a lonely, tearful
paign is aimed squarely at
elder woman, captioned "Not
bringing many of them into
All Jews Retire to Miami."
the organized fold.
One controversial ad has
"We've been trying for
been put on hold. It shows a
many years to reach unaf-
battered and bruised woman
filiated Jews and to get them
with a wide-eyed child, over
involved in ttie community,"
the caption "Not All Jewish
George Caplan, the current
Women Are Treated Like
Federation president, told the
Princesses." Caplan, the
Jewish Journal. "We hope to
Federation president, said he
do an effective promotion, to
would veto the ad "because