ALS of Michigan, inc.
Lou Gehrig's Disease
A Chapter the The ALS Association

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Jewishly," Finkelstein said.
This isn't the first time the JCCA
has attempted to raise its profile. Over
the past century, JCCs evolved from
urban settlement houses for immi-
grants and places for young men to
play basketball, to gleaming suburban
centers built around camps, preschools
and gyms, much like YMCAs.
During the 1990s,the JCCA tried to
"put the J back in JCC," publicizing
the fact they also offer adult Jewish
education and Jewish cultural events.
But "the world has totally changed"
since then, Finkelstein said.

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Having An Effect

First there was a 1999 shooting at a
Los Angeles JCC, followed by the
Sept. 11, 2001 terrorist attacks. Both
events underlined the need for tighter
security.
Then the 2000-01 National Jewish
Population Survey came out, showing
that nearly 20 percent of the 4.3 mil-
lion most Jewishly active members of
the community — out of some 5.2
million Jews in the United States —
belonged to a JCC. That study reaf-
firmed the notion that many Jews
have stepped into a JCC in recent
years, Finkelstein said.
Working from the NJPS figures, the
JCCA plan estimated that 28 percent
of Jewish households — amounting to
1.7 million Jews, or one-third of
American Jewry — either belong to a
JCC or have participated in an activity
at one.
The JCCA then hired a leading
branding firm, Landor Associates of
New York, to retool its image. The
firm interviewed more than 100 edu-
cators, rabbis, Jewish communal pro-
fessionals and others about JCCs. The
interviews showed that JCCs had a
"fuzzy" image that needed more focus.
Some at the biennial welcomed the
move. "It gives me a guide as to what I
can look to as my vision," said Richard
Comiter, president of the JCC of the
Greater Palm Beach area.

OTS, Of Iggittid

Dr. Abe ET Sheri Mark-Slaim
Dr. Mark ET Lisa Rosenberg

Barry ET Jody Rogow

"Throughout his one-year battle with ALS, Bill dose to
continue to see life's beauty. Through his vision I will continue
to seek ways to gain a deeper understanding of this debilitating disease,
My hope is that you will too,"

A chance to turn ho c into rca-at,v

ALS (Amyotrophic Lateral Sclerosis), more commonly known as Lou Gehrigis Disease, is a fatal neurodegenerative disease that paralyzes a person over time.
ALS is not a rare disease. Nearly 300,000 people living today in the U.S. will die from ALS if a cure or prevention is not found.

Your support will provide hope to people living with ALS, improw their quality of life and fund research to find a cure.

Jewish News Staff Writer Harry
Kirsbaum and JTA Correspondent
Bram Eisenthal in Montreal con-
tributed to this story.

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ALS of Michigan proudly sponsors this event honoring the memory of Jerrry Kiosk (1999), Sanford Roth (2000), Steven Katz (7003) and Dr. Bill Ross (1004).