In response to concerns about growing hostility toward Jewish students at Northwestern University, Alums for Campus Fairness, a nonprofit Jewish advocacy group, is set to launch a six-figure digital and TV ad campaign.
The definition put forth by the International Holocaust Remembrance Alliance states that antisemitism is a certain perception of Jews expressed as hatred toward them. Rhetorical and physical manifestations of antisemitism can be directed toward Jewish or non-Jewish individuals, their property, Jewish community institutions, and religious facilities.
According to Crain’s Chicago, the campaign, which is expected to debut during the university’s upcoming bowl game against Utah, specifically calls out Northwestern University and its president, Michael Schill, over what the organization perceives as rising antisemitism on campus following the Oct. 7 terrorist attack in Israel.
The new creative accuses certain student and faculty groups at Northwestern of allegedly supporting Hamas, the designated terrorist group responsible for the October attack. It also calls on Schill to adopt a formal definition of antisemitism and urges its use to combat what the group identifies as antisemitic sentiments on campus.
“It’s time for President Schill to adopt the internationally accepted definition of antisemitism,” the :30-second spot says. “Stop the hatred. Stop making us live in fear. Define and denounce antisemitism.”
The ad ends by asking the question, “Is that too much to ask?” Watch below:
Avi Gordon, the executive director of Alums for Campus Fairness, told Crain’s, ” “It’s unacceptable that Schill wasn’t able to come out quickly and unequivocally condemn the terrorism that Israel faced.” Gordon hopes that President Schill will recognize the issues on campus and adopt the International Holocaust Remembrance Alliance’s definition of antisemitism.
While Northwestern University has not experienced the same level of public outrage directed at other university leaders, Schill has faced criticism for his response to the Oct. 7 attacks. Discontent has percolated among alumni, donors, faculty, and others within the Northwestern community, with some expressing their dissatisfaction through letters, email chains, and text threads.
This marks the second ad campaign by Alums for Campus Fairness, with the previous one targeting Cornell University. Gordon did not disclose the exact amount spent on the campaigns but estimated each to be in the six-figure range.
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