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JEWISH N

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11 IYAR 5754 / APRIL 22, 1994

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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

