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Brand Positioning

Since there are two other organizations in Israel that also carry the name "Hillel", who have very different agendas from us, Hillel TAU suffers from an image problem that sometimes confuses and alienates the students.

I have created this ad In order to deal with this problem and to spread the true essence of Hillel at Tel Aviv University.

First, we got the students' attention:

"Stop!

What do you think of Hillel TAU Organization?"

Then, we raised the stigmas:

- An orthodox Jewish religious organization

- An organization for Jewish people who left the ultra-orthodox world

And the right answer:

- An international Jewish students organization

Finally, we drove them to engage:

Think you know the correct answer?

Scan the QR code, and if you reached our Facebook page- you are right!

And don't forget to 'like' us!

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