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August 31, 2010 | 2:23 pm

Campaign calls for No-Device Day on Yom Kippur

Posted by Adam Wills

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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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Those who are suggesting that folks should turn off technology in an effort to rediscover human connections are well meaning but misguided.  Technology is not the problem – rather how people are using it is important.  Technology has the potential to connect people separated by 100s of miles.  It allows a grandparent to see the face of the newborn grandchild born across an ocean, or friends to visit when one is too sick to travel, it allows those living in isolated communities to be connected.

For the third year OurJewishCommunity.org is video streaming High Holiday Services around the world.  Our experience has been that people across the world, from individuals serving in the military to those homebound, have been brought together to celebrate and mark the beginning of the Jewish New Year.  Individuals have spoken about how though they live far from their families, they were able to join together for services.

Technology used appropriately allows for connections in great and small ways.  It provides an opportunity to allow people to come together in a new and different manner.  While it may seem strange to some – it would be wrong to discount the experience that people are having – it is genuine and profound.  It would be a shame to miss this unique opportunity.  That is what we are doing at OurJewishCommunity.org.

Comment by Rabbi Robert Barr on 9/01/10 at 4:02 pm

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