A few days ago, I noticed a posting by a friend on Facebook about a free download for the United Jewish Communities (UJC): FreeTheSoldiers. Just as in years past, prayers and thoughts to remember the Israeli soldiers captured are being passed around this Passover. These messages come to remind us all that not everyone is free this year. Usually, however, this booklet or page is passed around via synagogues, schools or plain word of mouth. This year’s campaign capitalized on web 2.0, the virality of the internet and the interconnectivity of the global Jewish community.
With only a few days remaining until Passover, FreeTheSoldiers is gaining ground. A post by Elaine Fogel on MarketingProfs, a popular marketing site, uses the UJC campaign to highlight the effectiveness of “free,” whether it be giving away a product, idea, ebook or anything.
“It’s a PDF called, ‘A Passover Prayer for Israel’s Missing Soldiers.’ It doesn’t matter if you’re Jewish or not,” says Fogel, “the concept is really smart and the timing ideal. Isn’t that what good marketing is?”