Archie Gottesman, the creative mind behind Manhattan Mini Storage’s iconic billboard ads, has now turned her attention to fighting antisemitism through a new campaign called JewBelong. This campaign features provocative billboards with slogans such as “Oh, don’t be naive. Hamas would chop your head off too,” aimed at calling out growing hatred against Jews. Despite facing criticism and vandalism, Gottesman remains resolute in her efforts to combat antisemitism.
Following the rise in antisemitism after the Oct. 7 attacks, Gottesman was inspired to use her expertise in copywriting and outdoor advertising to spread awareness and support for the Jewish community. Having previously focused on advertising storage space, she now uses her skills to promote “joyous Judaism” and fight against antisemitism through impactful billboards. Despite the challenges faced, Gottesman believes in the power of messaging and feels that billboards are an effective way to spread important messages.
JewBelong, which was established in 2017, has placed around 500 billboards across the country, with some facing anti-Israel vandalism. Despite the backlash, Gottesman remains undeterred, stating that her motivation comes from a desire to counter the narrative pushed by pro-Hamas groups and the media. She hopes to show that the messages of hate and violence spread by these groups are false and to instead promote a more positive and accurate narrative.
In the face of opposition and graffiti, Gottesman remains determined to continue her campaign against antisemitism. She acknowledges the challenges faced by the Jewish community in the current climate and hopes that the billboards can offer some comfort and support to those feeling fearful. Despite her own experiences with hatred and discrimination, Gottesman is committed to spreading positivity and understanding through her work.
Gottesman’s efforts are fueled by a desire to combat the fear and uncertainty felt by many Jews in the face of rising antisemitism. Her own family has experienced incidents of hate, leading them to take precautions such as learning self-defense techniques like Krav Maga. Despite the challenges and dangers, Gottesman remains steadfast in her commitment to fighting antisemitism and spreading a message of unity and understanding.
As a self-proclaimed centrist, Gottesman recognizes the polarization in politics and the challenges faced by those who do not conform to extreme views. She expresses concern about the rise of anti-Israel sentiment within the Democratic party, while acknowledging that most members are not aligned with this view. Gottesman remains dedicated to her mission of combating antisemitism and spreading a message of unity and support for the Jewish community, regardless of the challenges she may face along the way.
