750 DETROlki JEWISH N N 11 IYAR 5754 / APRIL 22, 1994 oside Mass Marketing A national campaign is bringing in millions. HEALTH Amid Uncertainties ALAN HITSKY ASSOCIATE EDITOR Medical students work in a field of change. Page 46 BUSINESS Employee Rights A lawyer runs a "people's law school." Page 58 NEXT GENERATION introducing X Contents on page 3 ou've seen the ad- vertisements in The Jewish News...and in the Detroit News, the Free Press, the New York Times and the Washington Post. You've heard ac- tress Deborah Winger during the last two weeks plug Operation Exous II on local radio. These advertisements are part of a $5 million coordinated marketing campaign. It is bringing to a close Operation Exodus, the United Jewish Appeal's four-year fund-raising drive to help Israel settle Jewish immi- grants. It is also bringing to a close the two- year national chairmanship of Detroiter Joel Tauber at UJA, the man who conceived the marketing ef- fort. Mr. Tauber believes the $5 million campaign has generated $25-50 mil- lion that Operation Exodus would not have otherwise received. It is allow- ing the UJA and Jewish federations around the country to reach new CLOSE UP dom flights for Jews to fly from Moscow to Tel Aviv. The UJA Women's Division con- ceived a "Heroes of Exodus" booklet that is presented to contributors, and supplemental giving efforts include Youth Aliyah camps in Israel and a summer camp for Jewish children in Tashkent. Placing ads in the general press was an effort to reach more Jews out- side normal community circles. It was not an effort to reach the general com- munity, says Mr. Tauber, but a side benefit could be the development of donors, and it has sparked new co- operation between the two groups. UJA paid for the ads and local fed- erations — 38 of the 44 largest in the country participated — cooperated in selecting the media and placing the ads. MARKETING page 8 Allan Gelfond, Jewish Federation of Detroit Allied Jewish Campaign director, said Detroit participated in the na- tional effort because "this was the chance of a lifetime to help rescue a significant Jewish population and to help Israel absorb a talented population." The marketing effort is cen- tered on the now-familiar ad- vertisements showing a photograph of Russian na- tionalists with upraised arms giving the fascist salute. It also has included public relations efforts: the Detroit News se- ries this week on the visit to Detroit of Ethiopian teens, Ray Errol Fox's video on the Jews remaining behind in the for- mer Soviet Union, direct-mail solicitation of potential donors, opportunities to pay for free- Joel Tauber Children Of The Dream Ethiopian Jewish visitors form cross-cultural bonds. JENNIFER FINER STAFF WRITER Horse Sense Yes, it's possible to be lucky at the race track. Gordon Waterstone turned his many visits to Hazel Park Harness Raceway into a job he loves. Story on page 74 eoffrey Dworkin and Amit Mekorya, both in their late teens, have grown up liter- ally worlds apart. But they quickly discov- ered they have much in common. Both en- joy music and movies, and both admire former basketball star Michael Jordan. Geoffrey, an 11th-grade student at Akiva Hebrew Day School, lives with his family in Southfield. Amit fled Ethiopia, his homeland, when he was 9. He spent five months living in a tent in the Sudan before being airlifted to Israel. His parents died in Ethiopia. Amit now studies in a boarding school in Israel. Through a program launched by the Anti-Defamation League to expose a mixed ethnic group of metropolitan Detroit high-school students to a group of Ethiopian Israeli high-school students, Amit and five other teens will spend two weeks in the Detroit area. Geoffrey, whose family is hosting Amit, is learning about Amit's past and forming a friendship. The same holds true for Southfield- Lathrup student Ami Goldfein and his guest Yonas Belay. "We've been talking and getting to know each other," Geoffrey said. "Knowing Hebrew is very helpful. I talk to him in Hebrew and he talks to me in English." The program that brought the students here, Children of the Dream, is sponsored by the Michigan office of the ADL. The teens, who arrived in Detroit last Friday, are being housed in Southfield with fam- ilies whose teen-agers are members of the National Conference of Synagogue Youth. In addition to visiting high schools in Detroit, Ferndale, Oak Park, Walled Lake, West Bloomfield, Southfield and Northville, some of the other ADL-sched- uled activities include touring the city, meeting with Detroit Mayor Dennis Archer and visiting the African-American Museum and the Holocaust Memorial Center. "This program is about pluralism and understanding," said Michael Serling, an DREAM page 10