How do you get people to care about a problem they barely believe exists? Make it impossible to ignore, and impossible to argue with. We thread the strategy right into the creative execution, using data to show the simple math that Jewish people cannot fight antisemitism without support from non-JewsTo contextualize the small size of the population, we used a blue square to take over 2.4% of all screens. It first appeared, unannounced, during a live broadcast of The Voice. As people began to notice the blue square and wonder what it represented, we followed its appearance on screen with our ad, explaining Jews are 2.4% of the population, yet are victims of 55% of religious hate.The