The Foundation to Combat Antisemitism will air its first Super Bowl commercial this year as the group seeks to raise awareness of the rampant rise in antisemitic incidents.

The 30-second Super Bowl spot will continue the #StandUpToJewishHate campaign, which began last March. The FCAS was founded in 2019 by Robert K. Kraft, the CEO of the Kraft Group and owner of the New England Patriots football team.

The foundation’s #StandUpToJewishHate campaign, part of a $25 million marketing push, introduced a blue square symbol that represents the disparity between the small size of the Jewish population in the U.S. and the large number of religious-based hate crimes against the population. It also encouraged action against antisemitism and celebrated bystanders who speak out.

The blue square will be included in the Feb. 11 spot, according to Tara Levine, who was appointed president of the FCAS last year.

“This message that we put together of standing up to Jewish hate is even more important now and that’s why we wanted to reach the largest audience possible on the biggest stage possible,” she said. Levine added that sports in America is a place “where people come together regardless of age and background,” and that the Super Bowl, in particular, will help extend the reach of the foundation’s message.

She declined to share the names of the agency partners on the Super Bowl spot. When the #StandUpToJewishHate campaign first debuted, the group worked with WPP’s Wunderman Thompson on creative and Mindshare handled media duties; IPG’s Weber Shandwick worked on PR. Wunderman Thompson is now part of VML.

The FCAS aired its first commercial, which included the hashtag #StandUpToJewishHate, during an October 2022 Patriots-Jets game on CBS.

The new ad comes amid the ongoing Israel-Hamas War in Gaza and a continued increase in antisemitism. Citing Anti-Defamation League data, the FCAS said there were 3,291 antisemitic incidents reported in the U.S. from Oct. 7 through Jan. 7, a nearly 400% increase over the year-earlier three-month period. The FCAS also noted skyrocketing increases in antisemitic Google search phrases and online posts.

“With the horrific rise in Jewish hate and all hate across our nation, we must stand up and take urgent action now,” said Kraft, in a statement, noting that the “emotive” Super Bowl ad will “showcase  examples of how people can #StandUptoJewishHate and inspire more people to join the fight against all hate.”

The FCAS will amplify the campaign on social media platforms and through its nearly 200 national partners, Levine said.