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