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Behind the scenes of Justin Jones’ viral ‘tikkun olam’ encounter with Jewish teens in DC
(JTA) — Sam Rosen and Noah Segal were sitting with their friends on the steps of the Executive Office Building in Washington, D.C., on Monday when they spotted one of America’s most talked-about politicians.
Justin Jones, a Democratic lawmaker in Tennessee whom Republicans kicked out of the state’s legislature in retaliation for a gun-violence protest, was walking by in his signature white suit.
“I remember me and my friend looking at him and being like, ‘Is that him? Is that really one of the Tennessee Three?’” Rosen recalled on Wednesday from his home in Dallas. “To me, he’s kind of the face of upholding democracy right now, so it was very cool to see that.”
Jones waved at their group, this year’s crop of Bronfman Fellows, a prestigious leadership program that aims to empower Jewish teens. That initiated an encounter steeped in Jewish lingo that went viral after a liberal news outlet in Tennessee shared a video on social media.
“Can I shake your hand?” Segal, a high school senior from Ardsley, New York, asked Jones. Several of the other teens introduced themselves, too, and one explained that they were all Jewish teens from across North America.
“This is a Jewish program?” Jones asked after giving a brief pep talk about getting more young people involved in politics, drawing an affirmative response.
“Tikkun olam,” Jones ventured, seemingly testing whether he had correctly named the Hebrew term meaning “repair the world” that has come to signify social justice in progressive circles.
“Yes,” the teens replied in unison, many of their faces lighting up with excitement. “We just talked about that!” Rosen said, with apparent delight. After chatting with the group for a few more minutes, Jones said he had to head off for a White House meeting with President Joe Biden — but he took the time first to pose for a picture with the group.
For many of the people who saw and shared the video, produced and posted Tuesday by the Tennessee Holler news site, the exchange offered an example of cross-cultural solidarity at a time of polarization. The video has been seen well over 2 million times on Twitter and more on other platforms.
“It seems like it resonated because it was a genuine, uplifting moment that showed how impactful it can be to have young leaders showing other young people the way forward — and because it crossed lines. Racial lines. Religious lines. Geographic lines. It shows how essential it is to come together,” Justin Kanew, Tennessee Holler’s founder and editor, told JTA. (The site was the first to report that a Tennessee school board had banned the Holocaust novel “Maus” last year.)
Kanew added: “Also: Justin Jones is the real deal. Sincere, and inspirational. So that helps.”
Jones burst onto the national scene last month when he and another Tennessee lawmaker were ejected from the state legislature after staging a protest over the Republican-led body’s inaction after a school shooting in Nashville. Both men are Black; a third lawmaker who protested is a white woman and she was not ejected. The racial disparity in the lawmakers’ treatment drew widespread criticism, even after local elected officials in Nashville and Memphis reversed the ejections.
The saga has made Jones into a folk hero among progressives, as well as an inspiration to those who want to see young adults — he is 27 – play an active role in shaping the country.
“Thank you for being a role model for the young,” Dan Libenson, the head of a Jewish education philanthropy who teaches in the Bronfman program, tells Jones in the video.
WATCH: “Thank you for being a role model for the young.”
As the #TennesseeThree arrived at the White House a group of Jewish students from across were there on a tour, and they were thrilled to meet @brotherjones_. #TikkunOlam pic.twitter.com/vii89sTsIp
— The Tennessee Holler (@TheTNHoller) April 25, 2023
Libenson told JTA that it had taken the group a moment to realize that the man in the white suit was in fact Jones, as the group had been sequestered at a Jewish retreat center in Maryland and had not heard about Jones’ visit, or about the backlash from some conservatives against it.
“As you can see from the video, as soon as it registered, we all rushed down to greet him,” Libenson told JTA in an email. “It’s clear that Gen Z has been traumatized by the mass shootings that seem to happen every day, and I think many of the fellows see Justin Jones as a hero for not taking no for an answer with regard to the safety of young people like them.”
Said Segal, “The whole seminar theme was vision and the future, so it was random and funky and cool to see someone who is right there making a change.” About Jones’ invocation of tikkun olam, he said, “I was impressed with him before that and impressed with him after that.”
The Bronfman Fellows program is not partisan, and participants hold a wide range of political views, according to Becky Voorwinde, the group’s CEO. But she noted that applicants for the fellowship must write about a contemporary issue that matters to them, and many choose gun violence. “It cuts across political viewpoints,” she said. “They grew up after Sandy Hook. This is their reality.”
Asked whether the issue was one he thought a lot about, Rosen answered, “How can it not be?”
He went on, “It’s not like it’s one awful shooting a year. It’s every day. It seems like it’s only a matter of time before it’s me. It’s not something that controls my entire life, but it’s always in the back of my mind.”
What the Bronfman Youth Fellows’ group photo with Tennessee Rep. Justin Jones looked like from the vantage point of where they’d been sitting before they spotted the prominent lawmaker. (Courtesy of Becky Voorwinde)
Segal said that he, too, viewed the threat of gun violence, alongside climate change, as one of the widest problems facing young people. In fact, he said, for part of a final project in the fellowship, he’d facilitated a discussion about what it means to fight antisemitism for a generation surrounded by mass shootings.
The Washington trip was a closing activity for the cohort of Bronfman Fellows, who first spent five weeks together last summer before getting together throughout the year virtually and in person. Before running into Jones, the group had been meeting with four Jewish White House staffers; afterward, they broke into small teams to meet with past fellows working in a wide array of jobs in the area.
The day before the viral encounter, the group visited a haredi Orthodox yeshiva in Baltimore. There, too, tikkun olam came up in discussion — but the head of the yeshiva seemed to dismiss it as a meaningful framework for Jewish life compared to the commandments of traditional Jewish law.
Rosen, who belongs to a Reform synagogue in Dallas and is headed to Brandeis University in the fall, pushed back.
“I said, ‘Rabbi, this is an obligation that we all uphold in our community. It’s a core value of Judaism and who I am,’” he recounted. “To me, that’s why it was so cool that Justin Jones said that.”
The entire encounter with Jones, Rosen said, felt authentic and empowering. And that feeling, Kanew said, could be contagious.
“Everything we need to save this country from descending into a dark place was right there in that exchange,” Kanew said. “And the beauty of it is everything that moment represents will inevitably come to fruition if people stay engaged and keep fighting for it. So it’s an incredibly hopeful moment, and hope is what people are looking for right now.”
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Memoir of child of Holocaust survivors takes riveting twists
Book Review by Julie Kirsh (former Sun Media News Research Director)
Exclusive to The Jewish Post
“We used to Dream of Freedom, A Memoir of Family, the Holocaust, and the Stories We Don’t Tell”
By Sam Chaiton (Dundurn Press) 2024
Sam Chaiton’s memoir of growing up with Holocaust survivor parents in downtown Toronto in the 1950s is a compelling read.
Jeanne Beker, a well known Toronto fashion writer, mentions in her praise for “We used to Dream of Freedom” that her survivor parents talked incessantly about their war experiences.
My own parents, both survivors, would drop tidbits of their stories now and again. I learned to be watchful and vigilant for these rare moments of revelation. However, questioning my parents about the Holocaust, would cause them pain. I knew when to stand down.
In his memoir, Sam Chaiton tells the reader that his parents chose to remain completely silent about their wartime experiences. Poignantly their son was left with a silence that he interpreted as huge empty sound. Although the son could understand some Yiddish, his parents turned to Polish in order to keep the “kinder safe”. Outright denial of illness and death was part of his parents’ way of coping.
Born in the 1950s on Palmerston Boulevard in downtown Toronto, Chaiton paints a vivid picture of his youth as the middle son of five boys. He describes the mayhem of a household of barked orders and punishment by his father’s belt. His mother, as with many other survivors, was obsessed with eating and food. Chaiton learned early that rejecting his controlling mother’s food was one of his few weapons. “It’s hard not to do what a Holocaust survivor wants you to”, he says. Chaiton had to stare down two parents both with tattoos.
Dance proved to be a saving grace for Chaiton. On the dance floor, with a partner, the gates of happiness and permission to be oneself, opened. The Toronto Dance Theatre in Yorkville was a salvation and home for Chaiton. Also important to Chaiton was a family – not his troubled blood family but a chosen one – a commune.
In 1973, after a sojourn in New York, Chaiton decided that he was not a performance dancer. Back in Toronto as he pointedly danced with his mother at his brother’s wedding, she told him that he was her favourite child, imposing “the psychological damage that parental favouritism caused”.
Living in a commune with a chosen family afforded Chaiton the freedom to dig deep into his psyche, face his traumatic upbringing and tear down the rigid rules of society and the biological family. At a certain point, for reasons he explains in the book, Chaiton made the decision to vanish from the lives of his parents and brothers.
In 1980 the commune took up the cause of the injustice and illegal jailing of Rubin “Hurricane” Carter. Carter had been exonerated, released from prison and then reconvicted and sent back to prison.
In hindsight Chaiton wonders if his disengagement from his family caused them the same wounds and feelings of emptiness that Carter had to face when he was reincarcerated.
In 1985 while sitting in a New Jersey prison yard with friends and Carter, Chaiton had the riveting vision that he was in a concentration camp, “on a mission to liberate (his) parents – the dream of every Holocaust survivor’s child.”
In the summer of 1985, Chaiton received the news from Toronto that his parents were involved in a fatal car accident. Only after his mother’s death, was Chaiton able to acknowledge that in spite of her smothering, she gave him a sense of self worth and strength.
In 1988 Chaiton co-wrote the story of freeing Carter. One of his brothers saw him on a news broadcast, contacted him and the 20-year silence between Chaiton and his blood family was over.
Riding on the coattails of the successful release of Carter, Chaiton and some friends established an organization that continues to exist today. Innocence Canada has helped wrongfully convicted people like Guy Paul Morin, David Milgaard and Steven Truscott.
In chapter 16, entitled Wierzbnik, Chaiton finally learns about his father’s testimony published in a book, “Remembering Survival”, by a university professor. Reading about his father’s history helped Chaiton to understand the damage done to survivors, his parents’ trauma and why the home that they created for their sons after the war was so fraught.
Chaiton remarks on the interconnectedness of learning about the sufferings of his parents, his own personal struggles and the gift his father left him of being able to tell his own story.
Sam Chaiton’s profound memoir took courage and brutal honesty to write.
His book teaches that the legacy left by Holocaust survivors, along with a deep sadness, is the innate need of the children to persevere and find their own path of survival and growth.
Obituaries
CAROL SLATER (née GENSER)
With great courage on Wednesday, November 6, 2024, surrounded by her family.
Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kit, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison, Thom and Emeline, Max, Ilai, Emanuelle and Eli. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.
The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.
Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Livestream available. Burial in Israel.
Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250
Publish Date: Nov 9, 2024
CAROL SLATER
(née GENSER)
With great courage on Wednesday, November 6, 2024, surrounded by her family.
Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kitt, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.
The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.
Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Live stream available. Burial in Israel.
Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250
Features
How to Implement a Successful Casino Marketing Strategy
Your casino stands out in your market and attracts interest. But does your audience know that? With effective marketing, you can transform your casino from an average competitor into a top industry player. We will show you proven strategies to boost your business now and in the future. And when you have proven strategies like insights from a High Roller online casinos review in Canada, the possibilities are endless.
1. Improve Visibility
With stiff competition among casinos, being easily found online is crucial. Discoverability measures how simple it is for people to find your casino.
Put yourself in the shoes of one of your guests looking for a casino. How easy is it to find yours? Try searching on different engines, checking reviews on travel sites, and looking for your casino on social media. See how often your casino appears and how well it ranks. Use tools like Moz and SEMrush to get a clear picture of your current visibility.
To increase your casino’s online visibility, there are a number of strategies you can try. First, try to create distinct landing pages for each key amenity at your casino. Incorporate relevant keywords, high-quality images, and engaging headlines.
You can also use search engine ads carefully. Follow Google’s guidelines by targeting approved countries. These include responsible gambling information on your landing pages and avoiding targeting minors. Check local regulations and test ads with relevant keywords.
Don’t forget to set up social media profiles on platforms your audience frequents. Engage in discussions about gaming, your casino, local news, and community events.
Optimize your content with keywords about your amenities, location, unique features, and events. Highlight what sets you apart so visitors can easily find you.
Use beacons or proximity marketing to attract nearby guests, especially when competing with other casinos. This helps target customers in the real world, not just online.
Form partnerships with local businesses, entertainers, event suppliers, and food vendors to boost your visibility and word of mouth.
2. Focus on Events and Group Business
Your casino offers more than gaming. You might have a luxury hotel, advanced technology, event spaces, a spa, and great restaurants. So, think about the whole picture in your marketing.
Casinos are great for big events like weddings, conferences, and reunions. Make sure your marketing targets these opportunities to attract them.
3. Identify the Jobs to Be Done
Marketers used to rely mainly on demographics, like age, income, and education, to predict behavior. Understanding audience behavior based on demographics is useful. For example, Anderson Digital notes that Boomers and Gen Xers spend 80% of their casino money on gaming and 20% on food and entertainment. In contrast, Millennials spend 30% on gaming and 70% on food, entertainment, and other services. To attract Millennial and Gen Z customers, focus on better entertainment, food options, online game components, and mobile marketing.
However, demographics alone don’t tell the whole story. For instance, knowing a group of women outside your casino are in their late 20s, college-educated, and have high-paying jobs is helpful. But, it doesn’t reveal their reasons for being there.
These women might be on a business trip with some free time, in town for a family reunion, or celebrating a bachelorette party. With just their demographic info, it’s hard to know their motivations, challenges, or needs.
This framework helps marketers understand why customers choose their products or services. Women at a casino for a bachelorette party are looking for a fun atmosphere with entertainment, food, and drinks. But if they’re there for work, they need a stress-free environment with good Wi-Fi, charging stations, and quiet spaces for meetings.
Understand what your audience wants and how they see your role. This helps you tailor your messaging, marketing, and offerings.
4. Create Positive Feedback Loops
Casinos attract customers with fun experiences like gaming, dining, and entertainment. By enhancing these positive feelings, you can boost your casino’s marketing success and encourage repeat visits.
Feedback loops happen when the result of an action is used to influence the action itself. For example, if a child makes a parent laugh, they’re likely to repeat the funny behavior to get more laughter.
Positive feedback loops make it more likely that the action will be repeated. Negative feedback loops make it less likely. You likely use positive feedback loops in your casino already. Guests who win are happy and want to play again. Those who have a bad experience are less likely to return.
You can enhance marketing by using feedback loops. After a positive experience, like winning or a great meal, encourage guests to refer others or leave reviews. If a guest uses a discount, offer another deal immediately. If your casino has a hotel, send emails encouraging future bookings right after positive experiences, like upgrades or enjoyable events.
Reply to positive feedback and reviews with invitations for future experiences. Make sure to also reward loyal customers with special offers and exclusive perks. Don’t forget to address negative feedback by turning it into a positive experience.
5. Use Social Proof
People usually trust each other more than they trust your brand. They’re more likely to listen to recommendations from friends or online reviews than your own claims.
To build trust, you need endorsements from others. Social proof means people tend to follow the actions of those they admire.
Show positive reviews on your website and social media. Record video testimonials from satisfied guests and winners. Encourage guests to share their experiences online and tag your casino. Keep an eye on reviews and respond to feedback. Set up a photo booth in the casino for guests to take winning photos. Display pictures and videos of recent winners on screens around the casino. Think about your audience’s motivations and where they get their information to find creative ways to use social proof.
6. Keep Up With Gaming Trends
Casinos are changing quickly. Online gaming, e-sports, and new tech like virtual and augmented reality are key. To stay competitive, casinos need to understand and use these trends.
As you create your casino marketing strategy, consider these key trends. E-sports are growing fast, so partnering with teams can help you reach new audiences. Virtual and AR are changing how guests experience gaming, making it more engaging from anywhere. Online casinos are becoming more popular with relaxed regulations. So, keep up with industry changes to stay competitive. Finally, as gaming tastes shift, staying updated on new trends will keep you ahead.
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