IFCJ’s TV ad campaign
The Zionist community might be a little queasy about its relationship with The International Fellowship of Christians and Jews. After all, can supporters of Jerry Falwell and the Gush Katif crowd really share a bed comfortably? But the fact is, Chicago and Jerusalem native Rabbi Yechiel Eckstein’s organization has done amazing work when it comes to fostering support for Israel.
Last month, Eckstein was interviewed on the decidedly Jewish-flavored Shalom TV, where he defended his work with characteristic eloquence, speaking about how terror groups’ publicity campaigns in South America, for example, must be offset by his own.
Eckstein is no stranger to TV. His very own Journey To Zion program, which has been airing for about a year and a half on Christian television networks in the US, provides a pulpit for Eckstein’s introductory Jewish teachings.
And for the past several months, the IFCJ has been running TV ads on Fox News – something which no other pro-Israel informational organization has had the nerve or means to do. The spots (example here) may be sensationalistic, and they may stray from the latest trends of pushing an image of Israel as a nation of high-tech and supermodels, but they’re poignant, and they have yielded results.
This past March, back in the early days of the ad campaign, the IFCJ reported having raised enough funds to make a difference:
IFCJ funded the renovation of 32 public bomb shelters in Sderot at a cost of $1.5 million. In addition, the organization has recently pledged to upgrade 400 bomb shelters in privately-owned residences in Ashkelon at an expected cost of $2 million.
Even Haaretz is taking note, running a story last week on the campaign under the headline “Jewish charity brings U.S. viewers Israel’s version of the war in Gaza.”