Archie Gottesman, the creative mind behind Manhattan Mini Storage’s famous billboard ads, has shifted her focus to combating antisemitism through a new campaign called JewBelong. With provocative slogans like “Oh, don’t be naive. Hamas would chop your head off too,” Gottesman has faced backlash and vandalism for her bold messaging. Despite the negativity, she remains resolute in her mission and believes that outdoor advertising is an effective platform for spreading awareness and fighting hate against Jews.
The inspiration for the JewBelong campaign came after the rise in antisemitism globally and the horrific Oct. 7 attacks. Gottesman felt compelled to utilize her advertising skills to address this issue. She drew from her experience at Manhattan Mini Storage to create impactful billboards that promote “joyous Judaism” and counter antisemitism. Although the message is vastly different from selling self-storage, Gottesman believes that the same skills apply in creating resonant and compelling messaging for billboards.
The JewBelong billboards have been displayed in various locations around the country, with some facing anti-Israel vandalism. Despite the opposition, Gottesman remains undeterred and is committed to spreading a message that challenges the anti-Israel narrative in the media. She believes that it is essential to provide a counter-narrative to disprove the misinformation and lies perpetuated by pro-Hamas groups. Gottesman hopes that the billboards will help alleviate some of the fear and uncertainty that many Jewish people are experiencing in today’s world.
Gottesman’s personal experiences with antisemitism have further fueled her passion for combating hatred and bigotry. Her daughter narrowly escaped harm in a hate crime incident involving a crazed individual tearing down missing person posters. In response to the rising levels of hate and fear, Gottesman’s daughters have started to learn Krav Maga, an Israeli martial art for self-defense. She acknowledges the pervasive fear within the Jewish community and remains determined to make a difference through her advocacy and messaging.
As a self-proclaimed feminist and centrist, Gottesman expresses concern over the growing anti-Israel sentiment within some factions of the Democratic party. While she once considered herself a loyal Democrat, Gottesman now feels politically homeless and aligns more with centrist views. She believes that divisive voices within the party are working to polarize individuals, and emphasizes the importance of not succumbing to the loudest voices. Gottesman remains committed to her mission of fighting antisemitism and spreading a message of unity and understanding through her impactful billboard campaigns.