Winning the Narrative War Through Shared Jewish Values

BACKGROUND

Following the October 7 attacks in Israel, one of America’s most reliable voting blocs entered a period of profound political uncertainty.

Although Jewish Americans represent less than two percent of the U.S. population, they have historically voted at exceptionally high rates and have been among the Democratic Party’s most consistent supporters. By the fall of 2024, however, polling suggested meaningful erosion within the community as debates over Israel, antisemitism, campus protests, and U.S. foreign policy reshaped political attitudes.

Republican organizations quickly recognized the opportunity. The Republican Jewish Coalition launched an unprecedented $20 million persuasion campaign, while conservative media personalities, online influencers, and foreign disinformation networks flooded social media with emotionally charged content designed to fracture the Jewish vote.

Nowhere were the stakes higher than Pennsylvania and Michigan, home to approximately 196,000 and more than 105,000 Jewish voters, respectively, who had overwhelmingly supported Joe Biden in 2020. Even modest erosion within these highly engaged communities could have determined the outcome of two of the nation’s most critical battleground states.

The challenge was larger than a traditional political campaign. It was an information war.

While others focused on rebutting attacks or defending policy positions, Catalyst Campaigns identified a strategic gap: there was no trusted, culturally authentic, independent voice speaking directly to persuadable Jewish voters through the language of shared history, identity, and values.

To fill that gap, Catalyst helped launch Project Shomer—Hebrew for “Guardian”—an independent initiative designed to counter sophisticated disinformation through culturally fluent storytelling and values-based persuasion.

CATALYST:

Working with a small team, Scott Goodstein of Catalyst Campaigns helped develop the campaign’s strategic communications framework, organizational strategy, creative direction, brand, paid media plan, and digital advertising strategy. Goodstein also produced a number of the campaign’s videos, audio spots, print pieces, and collateral materials.

Rather than debating every political attack or policy disagreement, Project Shomer reframed the conversation around enduring Jewish values, democratic institutions, and the historic consequences of antisemitism and political extremism.

Among the campaign’s most powerful advertisements was Kol Ha’olam Kulo, co-produced by Goodstein and Project Shomer co-founder Jamie Kantrowitz. Drawing upon one of the best-known songs taught in Jewish religious schools and summer camps, the video served as a powerful closing argument to Jewish voters. It combined authentic news footage, historical imagery, and documented examples of rising antisemitism and white nationalist activity into a narrative rooted in collective memory rather than partisan politics.

Released on the anniversary of the Tree of Life synagogue massacre, the ad reminded viewers that Jewish history has repeatedly demonstrated the dangers of fear, division, and political extremism. Instead of relying on candidate speeches, the closing sequence paired the Democratic National Convention’s “Not Going Back” refrain with documented images of Trump’s most extreme allies, allowing viewers to draw their own conclusions.

The film concluded with the familiar Jewish teaching:

“Kol Ha’olam Kulo” — “The whole world is a very narrow bridge. The important thing is not to be overcome by fear.”

Project Shomer was designed as a narrative ecosystem rather than a single advertising campaign. The campaign released a series of short-form videos combining documented facts with emotionally compelling storytelling around issues including rising antisemitism, January 6, white nationalism, Project 2025, democracy, authoritarianism, and protecting democratic institutions through the lens of Jewish values. Each piece was optimized for social media, Connected TV, YouTube pre-roll, and digital advertising, allowing the campaign to respond rapidly as narratives evolved throughout the election.

To reinforce those messages beyond paid media, Catalyst also helped develop talking points, messaging guides, and fact sheets for Jewish community leaders, activists, and other trusted voices in targeted communities, extending the campaign’s reach well beyond advertising.

OUTCOME:

Project Shomer established a trusted independent voice during one of the most turbulent periods in recent Jewish political history.

The campaign generated more than 8.5 million targeted digital impressions across Pennsylvania and Michigan through Connected TV, online video, digital advertising, and social media, while producing exceptionally strong engagement and video completion rates. Community messaging materials further amplified the campaign through trusted local leaders and organizations.

According to Fox News/Associated Press exit polling, Jewish voters in Pennsylvania ultimately supported Kamala Harris by 74 percent, substantially outperforming non-targeted states such as New York, where Harris received 54 percent of the Jewish vote.

Project Shomer demonstrated how culturally authentic storytelling, trusted community messengers, and precision digital persuasion can compete against significantly larger media budgets by changing how audiences interpret information rather than simply asking them to consume more of it. The campaign exemplifies Catalyst Campaigns’ approach: identifying the strategic gaps others overlook and filling them with communications that rebuild trust, counter disinformation, and move persuadable audiences.

SERVICES PROVIDED:

Strategic Communications • Counter-Disinformation Strategy • Audience Research • Campaign Branding • Video Production • Organizational Development • Paid Media Planning • Digital and Connected TV Buying • Rapid Response Communications • Persuasion Campaigns • Community Engagement • Stakeholder Messaging • Culturally Targeted Narrative Development