# JNF launch cinema ad to promote new appeal

- Link: https://fundraising.co.uk/2007/09/16/jnf-launch-cinema-ad-promote-new-appeal/
- Published: 2007-09-16T23:00:00+01:00
- Author: Howard Lake

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.

## Advertisement

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.”

 * **[Low-cost DRTV campaign for Merlin](https://fundraising.co.uk/2007/09/17/lowcost-drtv-campaign-merlin/)**(
   17 September 2007)
 * **[New consumer directory aims to cut donor recruitment costs](https://fundraising.co.uk/2007/09/18/new-consumer-directory-aims-cut-donor-recruitment-costs/)**(
   18 September 2007)
 * **[MS Society's new ad campaign uses quotes from its online message board](https://fundraising.co.uk/2007/09/23/ms-society039s-new-ad-campaign-uses-quotes-its-online-message-board/)**(
   23 September 2007)