Jewish Journal

Sinai Temple’s Atid Launches Video Campaign to Attract Young Crowd

by Nicole Behnam

April 14, 2014 | 1:05 pm

In a world that depends on flyers, brochures, and similar promotional devices to garner attention for events, Sinai Temple’s Atid decided to step up their approach. Based on the popularity in recent years of Jewish-themed parody songs, Atid has launched a video marketing campaign aimed at young Jewish professionals.

"Each year, there seem to be more and more Jewish organizations competing for attendance at their respective parties,” said Matthew Baram, Sinai Temple Millenial Director. “This year, Atid wanted to think outside the box to promote our events." Now that social media has become the most prevalent marketing tool, emphasizing the social aspect of religious holidays is essential, and what better way to do that than to draw from pop culture?

Last month, for Purim, a popular Jewish holiday, Atid released a music video to promote their event. Check out "The Purim Monster" here: https://www.youtube.com/watch?v=3THQ5kvI3Nk

For Passover, Atid is releasing a clever and humorous film noir to inform people about their already-popular second night Seder strictly for young professionals. It's one of the only LA-wide communal 2nd night Seders. Offering a traditional, familial, and communal feel with a modern spin, the Seder attracts almost 100 young adults each year.

“During Passover, Jews are asked to remember that we were once strangers in Egypt - teaching us to have compassion for others and be grateful for our freedom. I recently read that the Seder is so interactive – filled with stories, the four questions, dipping, hitting with onion bulbs if you're Persian – to keep the attention of all the (easily-distracted) kids at the Seder. It is, after all, the younger generation that will carry on our tradition. We are hoping our video will help keep the attention of the big kids (i.e., young professionals), who will in turn be engaged during the Seder, and inspired to keep our tradition going,” said Jacqueline Rafii, an attorney who also happens to be a cantorial soloist.

This year, they're partnering with Jewish World Watch, a hands-on leader with a global focus in the fight against genocide and mass atrocities. Together, Atid and Jewish World Watch are hosting the April Friday Night Live, as well as the Seder, in order to spread awareness, but also to encourage people to participate in LA's walk against genocide on Sunday, April 27th.

"Creating these short videos and experimenting with different styles has been exciting, and I hope the same energy is carried through to our audience," said Shaina Pakravan, who films and edits the Atid videos. The more buzz we can generate around Jewish holidays and participation in these events, the better!"

Forget boring flyers and unnecessary handouts. Check out Atid’s Passover video for amusement and laughter, and don’t forget to R.S.V.P.!



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When Nicole Behnam was 15, she joined the school newspaper and discovered that journalism was one of her passions. To take her passion one step further, she called Brentwood...

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