From 2019-2022, I worked as a designer and social media strategist for JEWISH VOICE FOR PEACE (JVP), a national grassroots anti-Zionist/Palestine solidarity organization with over 80 chapters and over 30,000 members. I devised and executed JVP’s visual and written voice on its most public-facing platforms, setting the communications strategy for several winning (or ongoing) campaigns and high-engagement social media accounts with regular viral posts. In deep collaboration with my Palestinian co-worker, I developed and implemented an entirely new visual identity for the organization and initiated a permanent shift in its messaging both stylistically and politically. Over the years, we brought JVP’s language and positions into closer alignment with those of Palestinian partner organizations: we took explicit, principled stances on anti-Zionism, settler-colonialism, and Palestinian resistance, and we powerfully distilled these complex concepts for diverse audiences, including but not limited to JVP’s Jewish base. I also began developing direct relationships with Palestinian individuals and organizations both in the diaspora and Palestine, working with them to create social media content that effectively visibilized and supported their struggles.
The posts below are a selection of some of my favorite work over my nearly 2 years independently managing JVP's social media. Over these years, I brought over 500K new people into the orbit of the Palestine solidarity movement as highly-engaged followers and, eventually, action-takers and members. I grew JVP’s Instagram following alone by 460%, from 84K to 385K (where it plateaued until October 7th of 2023); I maintained an average engagement rate of nearly 10%, which is almost peerless for a political organization of JVP’s size and nature. I created Facebook posts that alone reached more than 8 million people. JVP's social media was and continues to be regularly quoted in English, Arabic, and Hebrew media outlets and shared by elected officials, academics, and celebrities with large followings.