As the ADL charter of 1913 states, "The immediate object of the League is to stop, by appeals to reason and conscience and, if necessary, by appeals to law, the defamation of the Jewish people. Its ultimate purpose is to secure justice and fair treatment to all citizens alike and to put an end forever to unjust and unfair discrimination against and ridicule of any sect or body of citizens." This poster campaign, from the Philadelphia chapter, takes on the wider range of discrimination
partly because the group "felt they needed to correct the perception that they fight only anti-Semitism," says John Gilbert, CD at TBG Advertising, a unit of The Brownstein Group. The work is part of a recent "No Place for Hate" campaign, "a broad outreach to Philadelphia and surrounding communities whose goal is community-wide involvement and agreement on banding together against hate and prejudice," explains Gilbert. The initiative featured speaking events at area schools, as well as posters seen in high schools and college campuses throughout the region. As for this particular word game conceit, "We needed to be bold and in-your-face to attract the attention of students," says writer Amy Roy. "We twisted the offensive words around and created a puzzle, challenging people to ask themselves why the answers come to them so quickly. Then, once we had their attention, we turned the meaning of those words on their head. Doing good work never felt so good." Adds Gilbert, "The fact that you can so easily decode each word jumble is the point. It's jarring, but you have to be jarring in order to get people to realize that making these words irrelevant is everyone's job."