Appendix H — ReJEWenate public leadership and viral campaign kit

Appendix H — ReJEWenate public leadership and viral campaign kit Brand spine ELEMENT APPROVED CORE Brand line Return. Reconnect. ReJEWenate. Course line See the pattern. Break the chain. Protect Jewish life. Movement invitation Jews and non-Jews united against antisemitism. Preparedness line Prepare to live Jewishly, not to live frightened. Daily rhythm One fact. One plan. One ally. One mitzvah. One step. Truth promise Verified facts, visible sources, stated uncertainty, public corrections.

Message-house template LAYER DRAFT Core truth — one sentence Pillar 1 — history/pattern Pillar 2 — current evidence/limit Pillar 3 — human stake Action — one behavior or policy Invitation — who can join Sources / retrieval date Consent / privacy / accessibility Correction contact Four 60-second scripts

Criticism or antisemitism? “Criticizing an Israeli policy is legitimate, and disagreement is not hatred. The line changes when Jews everywhere are made responsible, old conspiracies about Jewish control are recycled, Jewish people are excluded or threatened because of assumed politics, or Jews alone are denied equal rights. We look at the exact words, evidence, context, and consequence—not a magic keyword. The practical ask is simple: keep the policy debate, remove collective blame, apply the same participation and safety rules to everyone, and protect people from threats.”

A viral claim is still being checked “A dramatic clip is circulating without its full original source. We have verified the speaker and date, but not yet the complete context, and we will not guess. Please do not share personal information or target anyone while verification continues. Our next update will distinguish what is established, what is disputed, and what remains unknown, with links to the original material. Truth is urgent; accuracy is part of urgency.”

After a targeted incident “A Jewish community member was targeted, and the incident has been reported through the appropriate local channels. We will not publish private details that could increase harm. Support is being offered to the person affected, evidence is being preserved, and community partners are coordinating. We ask everyone to avoid rumor, use official updates, and reject retaliation or collective blame. Jewish life will continue with the safety guidance provided directly to participants.”

Ally invitation “You do not need to agree with us on every political or theological question to take this step. Join us in opposing threats, doxxing, slurs, conspiracy, and unequal access; protect Jewish and Muslim students under the same behavior-based rules; and keep difficult policy debate open. Our shared action is [specific action], on [date], with [named safeguarding/consent boundary].” 30 Days of Light — ethical share calendar DAY CONTENT PROMPT ONE ACTION 1 What antisemitism is—and is not. Save the ERASE/SHIELD card. 2 One Jewish-life portrait: work, family, learning, joy. Ask consent; share a local Jewish creator. 3 Old lie / new costume: secret control. Check the original source before sharing. 4 Criticism versus collective blame. Rewrite one unfair generalization. 5 A medieval trope explained without displaying it. Teach the mechanism, not the slur. 6 A Jewish language: Hebrew, Yiddish, Ladino, Judeo-Arabic, or local tradition. Learn and pronounce one phrase respectfully. 7 One bystander verb. Practice Direct or Delegate. 8 Bnei Anusim: return with dignity and privacy. Review a welcome form for unnecessary data. 9 The Protocols are a forgery—and why exposure matters.

Use

provenance, not ridicule. 10 Zionism is not one government. Listen to two Jewish perspectives without demanding agreement. 11 Jewish and Palestinian humanity in one frame. Reject collective guilt in a conversation. 12 Question-mark laundering. Ask for the smallest testable claim. 13 How incident numbers should be read. Add date, place, method, and caveat. 14 Shabbat/holiday/ritual continuity. Invite someone safely and accessibly. 15 Midpoint: one fact, one plan, one ally.

Verify an emergency/contact card. 16 The five bystander options. Choose your safest option in a scenario. 17 A local Jewish history beyond persecution. Visit, call, or read a source. 18 How to correct a mistake publicly. Create a correction template. 19 Digital privacy without panic. Turn on MFA or store recovery codes. 20 A Muslim/Christian/civic ally action. Thank a partner for a specific behavior. 21 Future scenarios are not prophecy. Name one protective indicator. 22 Household planning starts with people.

Confirm an out-of-area contact. 23 Accessibility is security. Ask who is missing from a plan. 24 What not to publish after a threat. Remove addresses and vulnerabilities. 25 Jewish humor or music with context. Share joy without making trauma the joke. 26 A Torah value for equal dignity. Pair text with a concrete neighborly act. 27 How institutions close corrective actions. Assign one gap an owner and date. 28 Why no people is collectively guilty.

Replace a vague group noun with the specific actor. 29 What resilient reversal looks like. Invest in a practice that is working. DAY CONTENT PROMPT ONE ACTION 30 Return. Reconnect. ReJEWenate. Publish a 90-day know/protect/grow commitment. Asset QA before release

Objective and audience are named; the asset does one job.

Verified truth appears before the lie; harmful imagery/phrasing is not necessary to understand the lesson.

Source and retrieval date are visible; uncertainty is explicit.

No child, victim, private person, hidden Jew/Bnei Anusim story, address, route, or security detail is exposed.

Consent is specific, informed, recorded, and revocable; a partner is not tokenized.

Alt text, captions/transcript, readable type/contrast, and language review are complete.

The call to action is safe, legal, concrete, and measurable.

Comments/moderation, escalation, archive, and correction responsibilities are assigned. Measure what matters DO NOT STOP AT ADD AN OUTCOME Views / impressions Save-to-view ratio; accurate recall; source clicks; curriculum reuse. Likes / supportive comments Bystander commitments; partner actions; policy/procedure changes. Number of reports Completeness, routing time, follow-up, victim satisfaction, false-positive review. Event attendance Diversity, accessibility, knowledge gain, confidence, follow-through at 30 days. Security spending Closed risks, tested continuity, response performance, privacy/access impacts.