Jewish Journal

Campaign calls for No-Device Day on Yom Kippur

by Adam Wills

August 31, 2010 | 3:23 pm

A new campaign is inviting you to add mobile tech to your Yom Kippur fast.

Eric Yaverbaum and Mark DiMassimo—two marketing CEOs who have worked hard to convince you to log on, click here, call now, surf, search, pay bills in your underwear, trade from the beach, etc.—are hoping to make Yom Kippur a “No-Device Day” for people of all faiths.

In June, Yaverbaum and DiMassino launched their first campaign via Offlining, Inc., asking dads to unplug on Father’s Day. The group reports that more than 10,000 have signed a pledge for No Device Dinners with their families.

Borrowing inspiration from William Bernbach’s Levy’s Rye Bread ad campaign, which features the tag line “You Don’t Have to Be Jewish to Love Levy’s,” the new Yom Kippur campaign from Offlining, Inc., includes ads – as well as e-cards—that contain celebrities known for problems tied to their reliance on mobile devices:

• Tiger Woods: “You don’t have to be Jewish to atone for your texts on Yom Kippur.”
• Lindsay Lohan: “You don’t have to be Jewish to make amends for your tweets on Yom Kippur.”
• Mel Gibson: “You don’t have to be Jewish to give up drunk dialing for Yom Kippur.”

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Sam Gliksman was born in Australia. As a child, the closest he ever came to technology was playing with a yo-yo that lit up at night. After college Sam made aliyah and took his...

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