Shabbat is the Jewish Sabbath. It starts on Friday at sunset and ends on Saturday at stars out. Beyond physical rest, it’s a day to stop all creative activity. This means one day where electronic devices, business activities, shopping and even driving are forbidden. It’s a chance to disconnect and reconnect, enjoying uninterrupted time with family and friends.

We used the compelling call of a complete Shabbat to unite Jews, challenging them to keep one Shabbat, together. Our activations amplified key parts of the Shabbat experience: 1) communal Challah Bakes gathered women to prepare traditional Shabbat bread together; 2) our user-guides and digital platforms helped individuals and communities host inclusive Shabbat meals – uniting people around food; and 3) we rolled out Havdallah Concerts celebrating the end of a Shabbat kept together.

We challenged Jews, around the world, religious and nonreligious, to keep just one Shabbat together. And it worked.

We created platforms for communal events by amplifying three main parts of Shabbat: challah baking, meal sharing and Havdallah celebrations. Using traditional and digital media, we raised awareness of events, educated Jews on observing Shabbat and helped them host their own Shabbat events.

Timeline:

December-October: we encouraged individuals to partner with us and help run events or host their own.

January-July: we spread awareness, asking Jews to save the date.

September: we released and customised e-marketing material globally.

November 11/12: we kept one global Shabbat.

We supported ground activations with our partners, creating customised marketing material for them for their synagogues, kosher shops and Jewish neighbourhoods. We also targeted these communities digitally.

The project launched in 2013, in three cities, with a staff of 12. By November 2016, we reached 84 countries. Events run by 6 000 volunteer groups were hosted in 1 152 cities.

As a non-profit organisation, our social movement aimed to unite and inspire Jews globally. From just three cities in 2013, we reached 84 countries, hosted events in 1 152 cities run by 6 000 global volunteers in 2016.

Online:

38 037 939 people reached online

61 884 223 total media impressions

1 916 442 video views (Youtube and Facebook)

6 326 202 reach on Instagram

Our movement caught the attention of The Huffington Post, ABC News and others. Supported by the likes of Theresa May, Stephen Harper and Joe Lieberman, one small movement grew into a global social phenomenon. Divided communities have been reunited and Jewish pride has been restored. Most importantly, an estimated 1 million Jews around the world united to celebrate one complete Shabbat together.