The Blue Square Returns in $10M Campaign to Combat Rising Jewish Hate

The Foundation to Combat Antisemitism (FCAS) is rebranding as the Blue Square Alliance Against Hate and reviving the blue square symbol in a rallying cry against a surge in Jewish hate.

On Sunday (Oct. 12), during the national broadcast of the Kansas City Chiefs vs. Detroit Lions NFL game, the organization will launch a $10 million campaign encouraging Americans to become allies against antisemitism and all forms of hate.

Created by VML, the ad will run across social media, YouTube, and out of home. People can show solidarity by sharing the blue square emoji in texts and social posts or by wearing a blue square pin or bracelet.

The Robert Kraft-backed foundation introduced the blue square in 2023 as a symbol of unity.

The square represents that while Jews account for only 2% of the U.S