26 | JUNE 20 • 2024
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or Metro Detroit Jewish commu-
nity member Benji Rosenzweig,
grabbing a coffee at Starbucks is a
normal, everyday occurrence — some-
thing most people don’t think twice
about.
However, Rosenzweig was inspired to
use this daily act for something much
greater.
As an Instagram follower of the
@Bring.hersh.home account, which
continues to raise awareness for Israeli
hostage Hersh Goldberg-Polin, who was
kidnapped on Oct. 7, 2023, Rosenzweig
saw a request urging Jewish community
members to order their Starbucks cof-
fee with the names of missing hostages,
rather than their own names.
“After seeing Hersh’s parents Jon and
Rachel talk about it, I thought about
using Hersh’s name every time I ordered
coffee, but felt unworthy of doing so,”
Rosenzweig, 42, says. “Like if I did it, it
would be meaningless.”
Yet on June 4, while standing in the
Starbucks at Maple and Telegraph in
Bloomfield Hills, Rosenzweig proudly
wore his Magen David necklace. He was
one of many different backgrounds and
religions present in the coffee shop that
morning.
“I saw some people who were wearing
hijabs and visibly Muslim,” he recalls.
“I felt gratitude that we could share the
same space with no issue.”
With this feeling came a remembrance
of the plea for help Jon Polin and Rachel
Goldberg post almost daily on their
Instagram account raising awareness for
their son.

“I felt inspired to [finally] use
Hersh’s name and just put it out there,”
Rosenzweig says.
Rosenzweig walked to the counter and
placed an order for a latte with the name
“Hersh.”
“I don’t think most people noticed
or knew what it was,” he says. “They
thought it was just a name. There were a
few other Jews whom I made eye contact
with, but I don’t know if it was because
of my Magen David or because they
heard the name ‘Hersh.’”
Either way, Rosenzweig says, there was
“acknowledgement and camaraderie.”

That day, Rosenzweig, who is active
on social media, took to his accounts to
post a photo of the latte in Hersh’s name.
He described the campaign and its mis-
sion.
Soon after, his Facebook post was
shared thousands of times, inspiring
Jews and allies nationwide to do the

same and order their coffees in the
names of missing hostages.
“I was extremely surprised,”
Rosenzweig says of the reaction. “I post
a lot of videos on Instagram about Israel
and advocacy; some go viral, some don’t.
I had zero expectations but I’m grateful
that people are talking about it.”
Rosenzweig says this small act can
help keep the missing hostages top of
mind and generate positivity around
Israel and the Jewish people.
“Our voices are outnumbered,” he
says. “Most people are only seeing a
negative narrative about Israel, Jews and
Zionism. This is a very easy way to put
out a small, positive message. You can
do it at any coffee shop. You can post it
or not.”
If that’s not a good enough reason,
Rosenzweig adds, “Do it because Jon and
Rachel asked us to. It’s the least we can
do.”

Benji Rosenzweig orders Starbucks coffee
in Hersh Goldberg-Polin’s name.

Metro Detroiter Goes Viral
for Hostage Awareness
Campaign

ASHLEY ZLATOPOLSKY CONTRIBUTING WRITER

OUR COMMUNITY

Benji
Rosenzweig