NEW YORK: It has been called the world's largest greeting card,
weighing 1,000 pounds and spanning 6,400 square feet.
Reading the press release, one might be forgiven for thinking that
Hallmark was behind the stunt, in the tradition of the World's Biggest
Margarita that was recently poured out by Mott's Margaritaville.
But this card, called Card4-Israel, was created to draw attention to
children as victims of terrorist attacks in Israel. A PR Play of the
Week is thus awarded to the Jewish Literacy Foundation (JLF) and the
Israel Emergency Solidarity Fund (IESF) for combining a classic PR event
with an evocative theme to draw attention to the cause.
The Rosh Hashanah card was conceived by Tobey Herzog, coordinator of the
JLF, and comprises individual cards from more than 44,000 children
throughout the world.
It was unveiled at a ceremony at City Hall Park in New York City. Mayor
Rudolph Giuliani not only attended, but also put in a live phone call to
the mayor of Jerusalem, Ehud Olmert. Rita Abromov, a 15-year-old girl
who survived the June disco bombing in Tel Aviv, also spoke at the
The card is now on its way to that city, with Ruder Finn handling PR
Warschawski Public Relations in Baltimore was retained by IESF at the
end of August to publicize the event in the US and Canada.
President David Warschawski said the biggest hurdle was getting media
engaged right after Labor Day. "We couldn't announce it before the
holiday; it would have been lost in the shuffle," he said.
The announcement was thus made just one day before the event. Early
interest came from local press, AP, Reuters, Scripps Howard, USA Radio,
and the Jewish Telegraphic Agency.
But for the groups involved, the significance went beyond media hits,
according to Neil Thalheim, chairman of IESF. "The idea was showing a
unified message from children that they want to show support to the
children of Israel."