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CONTACT:Ilya
Welfeld NJOP LAUNCHES NATIONAL EFFORT TO TEACH TENS OF THOUSANDS OF JEWS HEBREW NYC Subway Ads -- Supported by Radio, Print and Internet -- Promote Free Hebrew Classes Campaign
Provides Innovative way to Counteract Declining Numbers in the NEW YORK, October 2, 2003 - Tens of thousand Jews across the United States and Canada will learn to read and write Hebrew in approximately 1,400 free classes being held at nearly 700 locations in 46 states and five Canadian provinces-including a military base in Iraq-as part of the National Jewish Outreach Program's (NJOP) annual Read Hebrew America/Canada campaign this November. Through Read Hebrew America/Canada, NJOP enables Jews with little or no background in the language to learn basic Hebrew reading skills, allowing them to connect with their Jewish heritage, follow along in a prayer book at services, and help their children with Hebrew school homework. "The results of the National Jewish Population Survey, which were released last month, show a decline in the American Jewish population, making it clear that we need to offer American Jews access to engaging educational programming that will inspire them to integrate Judaism into their lives," says Rabbi Ephraim Buchwald, director of NJOP. "Our experience with the Read Hebrew America/Canada classes has demonstrated that they are a fantastic way to get people to take their first steps into Jewish life and to generate interest in Jewish traditions and culture." Led by volunteer teachers in synagogues of all denominations, Jewish community centers, college campuses, and other sites, the Read Hebrew America/Canada classes also serve to connect participants to their local Jewish communities. "The local synagogues are really pleased with the program," says Rabbi Buchwald. "So many people are thirsting for a connection to Judaism, but are hesitant to attend services for the first time. Our classes are a great way to get people through the door and back into the synagogue. Once they've attended an NJOP program, many people are inspired to continue and take advantage of other learning opportunities." By timing Read Hebrew America/Canada for November, NJOP can help people whose interest in their heritage was rekindled by the Jewish High Holidays, as well as those who felt frustrated or lost in Rosh Hashanah and Yom Kippur services due to their inability to read Hebrew. Another group benefiting from the program is U.S. military personnel, since NJOP's classes are being offered on several military bases and installations, including one in Iraq. In order to reach its target audience, NJOP has launched a major advertising and marketing campaign utilizing mainstream media. The organization is running ads nationwide on the CBS, NBC and FOX networks, and on local stations--including WINS, WCBS and WPLJ in New York, and KFWB in Los Angeles--as well as on stations in Chicago, Boston, Philadelphia, and Miami. In addition to print ads in Jewish newspapers, NJOP has placed large ads in 1,300 subway cars in New York City and has 100,000 "Go Cards" in hotspots around New York and Los Angeles. Partnerships with various websites also allow NJOP to reach potential students via email and online. The Read Hebrew America/Canada campaign consists of four free programs: · The Hebrew Reading Crash Course Level I concentrates on teaching the Hebrew alphabet and fundamental reading skills in only five 1 1/2 hour sessions. · The One Day Review is designed to help Crash Course graduates brush up on their skills. · The Hebrew Reading Crash Course Level II is a follow-up to the first class, and features four modules based on essential prayers from Sabbath and holiday services. · The Hebrew Writing Crash Course is for those who wish to reinforce their reading skills by learning how to write the Hebrew letters. According to a past participant in the Hebrew Reading Crash Course from Glen Cove, New York, "I took the five week Crash Course, and now I can actually read from the prayer book at Friday night services. It is a wonderful feeling!" About the
National Jewish Outreach Program
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