Taglit-Birthright Israel - New Business Pitch

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Insight: According to Pew Research, in an increasingly secular world, Jewish millennials are more culturally diverse than they have ever been in recent history. With intermarriage rates reaching upwards of 85%, this diverse bunch of 18-26 year olds have an apathy towards anything that does not acknowledge and celebrate their differences.

Idea: Celebrate the Birthright of Jew-“ish” Diversity.

Execution: ‘You Have The Right’, a social movement that celebrates the new practices and rights of unaffiliated, culturally diverse, college-aged Jewish students. In order to fight the apathy that youth had for the brand - we proposed using an culturally diverse Jewish celebrity to launch a viral video , digital, social, mobile and on-campus movement that encouraged people to celebrate their diversity while on a free trip to Israel.

Viral Video Script:

Are you a Jew who craves bacon?

Are you pining for Drake's Christmas album?

Do you celebrate Shabbat with shellfish?

Is your mom a sexy shiksa?

Well, you have the right to discover whatever kind of Jew you want to be.

You know…you have the right to have a Hanukkah bush.

To be a Jewish republican.

To be as observant as a rabbi…

or as non-observant as a gentile.

You also have the right to discover what it’s like to hike, bike, shop and schlep across Israel for FREE.

Because as long as you’re Jewish, you have the right to a FREE trip to Israel. It’s your birthright, thanks to Taglit-Birthright Israel Trips.

Taglit-Birthright Israel was created to help you discover your quirky, underdog jewish side and claim your piece of the big jew dream.

Registration starts February 28th, so hurry and apply by telling us how you celebrate your Jew-“ish” side – in about 200 words or less at youhavetheright.org

Go ahead and join the thousands who have demanded their right to change their major from pre-med to drama.

Because we believe you have the right to tease your jew-fro.

Demand a discount at Amazon.

Refuse a nose job, have a chocolate bunny on Passover, put tinsel on your menorah.

Grab your friends and ditch the beach in Cancun for the beach in Tel Aviv -- and claim your birthright; What are you waiting for? It’s FREE – but you only have until February 28th to apply.

Go to youhavetheright.org it couldn’t be easier. Hey, your ancestors wandered in the desert for 40 years without GPS. You just have to get on a plane.

[cut to card]

Demand your right by February 28th.

Go to youhavetheright.org