USA – New England Patriots owner Robert Kraft launches campaign to raise awareness of antisemitism

New England Patriots owner Robert Kraft faced the camera during a video call, pointing to a small, sky-blue lapel pin on his blazer.

The pin is the symbol of a $25 million “Stand Up to Jewish Hate” campaign launched Monday by the 81-year-old billionaire through his Foundation to Combat Antisemitism, aiming to raise awareness nationwide about soaring incidents of antisemitism online and in person. The campaign will feature emotive ads to be introduced by stars of top television shows such as NBC’s “The Voice,” and the “Kelly Clarkson Show,” and Bravo’s “Watch What Happens Live with Andy Cohen.”

“This little blue square represents the Jewish population in the United States – 2.4 percent,” said Kraft, who was raised in Brookline, Massachusetts, in an observant Orthodox Jewish family. “But we’re the victims of 55% of the hate crimes in this country.”

The ads are intended to tug at the heartstrings of non-Jewish Americans, said Matthew Berger, the foundation’s executive director. One of the ads, set to premiere Monday, shows a non-Jewish neighbor painting over a garage door vandalized with the Nazi swastika and the words “No Jews,” concluding with the message: “Hate only wins if you let it.”

Another ad focuses on online hate: A Jewish teen is shown crestfallen as he is trolled after posting a video of his bar mitzvah. Soon after, he sees a Harlem choir tag him with their version of his worship song. He sings along with the choir as these words pop up on screen: “Voices of support are louder than words of hate.”

Berger said the foundation worked with its creative team to find scenarios “that would be specifically impactful and showcase what antisemitism looks like.” He said the ads will be featured during the NFL draft and the NBA and NHL playoffs, as well as on social media, promoted by prominent influencers.

Kraft hopes the ad campaign will help “educate and empower all Americans to stand up against Jewish hate” and the blue square he wears on his lapel will become “a unifying symbol of solidarity” in that quest.

“I hope this campaign calls out hate against all communities, Black people, the LGBTQ community, just anyone who is experiencing hate,” he said. “My hope is this will become an effort that builds bridges with all Americans.”