PR PLAY OF THE WEEK: Special card rings in Rosh Hashanah

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."

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