From Awareness to Action: How the Blue Square Alliance Is Fighting Jewish Hate

From Awareness to Action: How the Blue Square Alliance Is Fighting Jewish Hate
by Adam Katz, President, Blue Square Alliance Against Hate

The Blue Square Alliance (BSA) is a nonprofit research organization and national leader in the fight against antisemitism. Founded in 2019 by Robert Kraft, we combat hate online, educate the public, and build meaningful cross-community alliances. We believe honest conversation can create common ground, mutual understanding and respect, and empower individuals and communities to stand together against antisemitism and all forms of hate. By bringing communities together and raising awareness of antisemitism and broader bigotry, we are moving people to reject hate and embrace empathy and allyship.

Our mission is twofold: to educate the nearly 50% of Americans we call “unengaged” about the rise and impact of antisemitism, and to move Americans towards allyship and standing up to hate. We pursue our mission through evidence-backed advertising campaigns powered by our Command Center research team and on-the-ground partnership programming.

The Command Center is a dedicated research team that quantifies and analyzes antisemitic trends through two proprietary methods: market research surveying more than 7,000 Americans on their attitudes toward antisemitism, and social listening that monitors over 1 billion online posts a day. That rigorous foundation directly shapes our media campaigns. Our 2026 Super Bowl ad, “Sticky Note,” put that data to work. We focused on high schools because our research showed Gen Z is three times more likely than older generations to encounter antisemitism, yet twice as likely to dismiss it as a problem. The slur “Dirty Jew” alone drew nearly 500 million social media impressions since 2023—up 174% over the prior three years—and has surfaced in high schools from Texas to California.

“Sticky Note” ranked among the top five most effective ads the ADL Center for Antisemitism Research has ever tested and was named the 5th most popular ad of the Super Bowl by the HarrisX Ad Index. The results show how research-driven messages resonate with the public.

Our partnership programming works at the community level to bridge divides and foster lasting dialogue. Our UNCF Unity Dinners brings Black and Jewish college students together across campuses nationwide. Stand Up Sunday partners with religious institutions across the country to generate meaningful, cross-community support. Through our Sports Partnerships initiative, we convene league and team leaders to address antisemitism in professional sports. Together, these programs translate our message of education and solidarity into human connection.

At the center of our work is the Blue Square symbol itself, created by Robert Kraft in 2023 as a universal emblem of solidarity against Jewish hate and all hate. Like a ribbon or a flag pin, the Blue Square is designed to be worn, shared, and recognized, and we have distributed over 5 million Blue Squares since the campaign launched just three years ago.

Standing up to Jewish hate is more important than ever. To keep up with our work, visit bluesquarealliance.org to learn more from our research team, request a free Blue Square pin, sign up for our newsletter, or follow our campaigns on social media.

We are grateful to the Federation of Jewish Men’s Clubs for the opportunity to share our work with this community.

Written by Adam Katz, President Blue Square Alliance Against Hate

“From Awareness to Action: How the Blue Square Alliance Is Fighting Jewish Hate” published in the July 2026, Inaugural Edition of Catalyst.