FOR IMMEDIATE RELEASE
H. Glenn Rosenkrantz, UJC Media Relations
Erica Barton, UJC Media Relations
Film and Television Celebrities Promote Jewish Federations in First-Ever National Television Advertising Campaign
"Live Generously" Campaign Features Academy Award-Winner Marlee Matlin, Joshua Malina, Kevin Weisman, Greg Grunberg, and Jonathan Silverman
Jewish Stars Promote Federations' Initiatives and Mission
New York -- August 2, 2004 -- The first-ever national television advertising campaign for Jewish federations will feature film and television personalities celebrating their Jewish heritage and promoting charitable giving to the Jewish community.
Two 30-second television commercials, shot last week in Los Angeles, feature Academy Award-winner Marlee Matlin; Joshua Malina of NBC's "The West Wing"; Kevin Weisman and Greg Grunberg of ABC's "Alias"; and Jonathan Silverman of the hit film, "Weekend at Bernie's."
The commercials are part of the "Live Generously" campaign of United Jewish Communities (UJC) and The Jewish Federations of North America to inspire a new and young generation to support Jewish federations and their domestic and overseas projects and initiatives.
The "Live Generously" national advertising campaign will also include print advertisements. It will debut in September in time for the Jewish New Year and the holiday season.
The campaign is designed to increase awareness of the humanitarian work of the Jewish federation network and to stimulate giving to the 155 Jewish federations and 400 independent Jewish communities across North America that are dedicated to saving lives, caring for those in need, rescuing Jews in danger, and ensuring the continuity of the Jewish people, tradition and values. The participation of Hollywood celebrities will pique the interest of the younger generation of potential givers.
"We are delighted that so many celebrities have flocked to promote the Jewish federations—the heart and soul of Jewish philanthropic and humanitarian life," said Gail Hyman, UJC senior vice president for communications. "When they promote the federations, they are really promoting the 3,500-year-old tradition of caring that sustains the Jewish community."
The "Live Generously" television advertisement is being produced by the Kaplan Thaler Group—one of the nation's premier and fastest-growing advertising agencies and creator of the legendary AFLAC duck—in coordination with the Jewish Federation of Greater Los Angeles.
United Jewish Communities (UJC) represents 155 Jewish Federations and 400 independent communities across North America. Through the UJA Federation Campaign, UJC provides life-saving and life-enhancing humanitarian assistance to those in need, and translates Jewish values into social action on behalf of millions of Jews in hundreds of communities in North America, in towns and villages throughout Israel, in the former Soviet Union, and 60 countries around the world.