JNF launch cinema ad to promote new appeal

Howard Lake | 16 September 2007 | News

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JNF UK is using a 60-second commercial to promote its Negev Challenge, a campaign to raise funds for communities in the sparsely populated desert area of Israel. The charity claims that this is the first time a UK Jewish charity has produced a cinema commercial.

The commercial will be appearing in cinemas around London as well as at cinemas playing host to the Jewish Film Festival during its tour of the UK from November 2007 to March 2008.

Entitled “Dinner in the Desert” and voiced by actor Henry Goodman, the commercial has been produced by the advertising agency Drugstore. It was filmed in the extreme conditions of the Israeli desert.

A series of press advertisements will feature in UK Jewish publications to accompany the cinema campaign. The advert can also be viewed on the charity’s website’s front page.

Simon Winters, Chief Executive of JNF UK, commented: “By juxtaposing a family eating dinner against the unlikely backdrop of the Negev desert we wanted to demonstrate this captivating environment which we hope to make habitable for thousands of Israelis.”

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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.