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14 July 14 = 2011

West Bloomfield, MI

'Telly Award'

Federation's "I Am Jewish Detroit"
campaign earns accolades.

T

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he Jewish Federation of
Metropolitan Detroit won a
Telly Award for its campaign
television spots "I Am Jewish Detroit."
The Telly Awards honor the very best
local, regional and cable television
commercials and programs as well as
the finest video and film productions,
and work created for the Web.
Federation won a 32nd Annual
Telly Award in the Not-for-Profit
Commercial Campaign category.
The "I Am Jewish Detroit" cam-
paign began in the fall of 2010 as a
follow-up to its "No Family Stands
Alone" campaign. The focus of the
new campaign was a shift to a more
inspiring message of revitalizing the
community — a message of hope and
optimism — and a call to action in
support of Detroit's Jewish community
and Federation as the community's
safety net.
Federation's marketing department
worked for nearly one year, along with
its marketing committee, incoming
campaign chairs and an ad hoc think-
tank group, to develop the messaging
for the campaign. A key objective was
to use "real" people — actual donors
and volunteers — to be spokespeople.
"We wanted to let members of the
community speak for the Federation
brand;' said Michael Benghiat,
Federation's former director of com-
munity marketing, who led the effort
to create the campaign. "While previ-
ous Federation campaigns focused on
the recipient, the intent of this new
campaign was to focus on the donor/
volunteer as hero."
Gayle Friedman Gold, Federation's
marketing committee co-chair and
owner of Gayle Friedman Productions

LLC, was selected to produce the

spots.
"I am so proud to have produced
and directed the 'I Am Jewish Detroit'
advertising campaign," she said. "The
opportunity to bring our community's
stories to life renewed my faith in a
vibrant Jewish Detroit. We take care of
our people through every stage in life,
and I feel incredibly blessed to be part
of that:'
Eleven community members were
identified and recruited to participate
in the campaign to be included in
spots to be used on television, at mov-
ies theaters and on the Web as well as
in print ads.
Janet Pont, former executive direc-
tor of Congregation Shaarey Zedek,
was a participant. "I had a wonderful
time representing Federation and
the Detroit Jewish community in this
campaign',' she said. "I had people
coming up to me and talking about
the various venues in which they saw
me. It was really quite exciting, and I
had a lot of fun."
Each participant told his or her
own story about what it means to be a
part of the Detroit Jewish community
and the importance of supporting
Federation. Many stories focused on
a specific area of need — from camp
and school scholarships to emergency
financial assistance and employment
services to the retention of young
adults and support of Israel.
"I think those members of our com-
munity who participated in this cam-
paign are winners of this Telly award
as much as Federation:' Benghiat said.
"Without them, we would not have
been lucky enough to receive this
prestigious award." I I