From China to Israel: Marketing Hanukkah
Jewish startup campaign in 25 countries worldwide encourages Jews, some of whom have never celebrated holiday properly, to light menorah with elderly Jews in Moldova, taste traditional holiday meal in China, connect to Jewish identity in Jerusalem
Hanukkah was celebrated around the world this past week with some new and innovative events that took place thanks to the recent #MakeItHappen campaign, a digital micro-grants initiative funded by the Schusterman Philanthropic Network (SPN) that invites individuals to submit inspiring ideas for a project, event or program that will make a difference in their communities and engage their peers in a meaningful Jewish experience.
The events have just recently received funding through the #MakeIthappen campaign, which was launched last month.
Some 650 people from 25 countries came up with original, meaningful and inspirational ideas. Among the many submissions that were received, a few were about Hanukkah, and were actually among the first submissions chosen and given immediate grants in time for the holiday.
Here are some of the great submissions from around the world that have received grants for Hanukkah programming:
Argentina
Thanks to the #MakeItHappen grant for the JanukaJóven party, Jonathan Bernemen from Buenos Aires brought together hundreds of young Jews from across Buenos Aires to celebrate Hanukkah last weekend.
Jonathan is a co-founder of Zoom, which is a group dedicated to bringing young Jews together by creating events and programs that cater to various interests of local young Jews.
While there are many young Jews in Buenos Aires, not many are involved in Jewish activities after finishing university. JanukaJóven sought to engage this demographic and bring them together for this free event celebrating Hanukkah.
China
While in college, Chicago native Lindsay Hirsch majored in Mandarin Chinese and international business and marketing. She was then hired to be a project manager for a company based in Dongguan, which is a quaint city in China with a very small American expat community, where it is often difficult to make new friends, let alone Jewish friends – there are fewer than 10 Jews in the whole city.
Thanks to the #MakeItHappen grant for her Haven of Hanukkah dinner, Lindsay brought together over 25 Jewish adults and seven Jewish children from Dongguan and its neighboring cities for a wonderful Hanukkah dinner prepared by a local Jewish chef to celebrate the holiday.
With Haven of Hanukkah, Lindsay seeks to promote a Jewish culture in Dongguan and to build a sense of community that will last far beyond just the holiday.
Moldova
Alexandr Freidkin from Chisinau, Moldova was awarded a #MakeItHappen grant for his efforts to engage the Jewish community of Moldova in acts of kindness and Jewish education surrounding Chanukah.
His project, Hanukkah Marathon, brought interesting things for Jewish community in Moldova for each of the eight days of Hanukkah, including interactive events that garner community involvement, such as taking volunteers to visit elderly Jews and teach them about them holiday, as well as present them with Hanukkiyot (menorahs) and some food; lighting candles in a synagogue accompanied by an introductory lecture on the holiday; a Havdalah ceremony followed by lighting Hanukkah candles; a community event at the Jewish center; and a Farewell to Hanukkah event on the last day of the holiday.
Israel
Jerusalem Hanukkah candle lighting celebration, submitted by Avishay Whol from Jerusalem, Israel. This projects aims to create excitement around the holiday by "spreading the light." The idea is to host eight different Hanukkah candle lighting events around the city of Jerusalem in different key locations.
Events at each location start with a candle lighting ceremony led by a teacher from the secular yeshiva in Jerusalem followed by a cool activity with a prominent figure of the city. For example, lighting candles in famous coffee shop Kadosh, followed by a jelly donut workshop with their famous chef.
Other ideas include DJ-ing at the Casino de Paris at the Mahane Yehuda Market, slam poetry reading at Nocturno bar, Hanukkiya making at Abraham's Hostel, a lantern night tour of Jerusalem and more.
In total, eight candle lighting events to symbolize the eight nights of Hanukkah.
Particularly unique is that each of the eight small events is aimed at reaching different crowds, and the fact that they are all happening together strengthens the idea of a bunch of small lights making a big impact.
