Andrew Guckes | Staff Writer
The Weitzman National Museum of American Jewish History is an institution in Philadelphia Jewry, but its aims are higher than just meeting the needs of locals. In May, the Weitzman staff will resume a series of efforts that come every fifth month of the year, with a simple mission: help make Jewish American Heritage Month a more well-known celebration for all Americans.
“Awareness of the fact that the month exists is a huge part of the education to begin with,” said Emily August, chief public engagement officer at the museum in Center City. “You’re saying you haven’t heard of it — exactly. We have to raise the profile. If you haven’t heard of it, perhaps your non-Jewish colleagues haven’t heard of it [either].”
Jewish American Heritage Month was founded in 2006 thanks to work by Rep. Debbie Wasserman Schultz of Florida and Sen. Arlen Specter of Pennsylvania. Each May, the president signs a proclamation enacting the month-long holiday. While the celebration is nearly 20 years old, the Weitzman has only been the point organization since 2018. Not long after, the events of 2020 would reshape the museum’s approach to Jewish American Heritage Month.
“Really in the pandemic era is when we kind of doubled down on the digital presence that JAHM really needs to have, because it is a national initiative, and that’s how we were going to reach people during the pandemic,” August said. “So, it has expanded exponentially since 2020, and it takes the shape of a national marketing initiative with a social media campaign.”
The social media campaigns are targeted by network and age group, although August said that some of the most important work that the museum does to this end is in local schools, not online.
One of the initiatives that the Weitzman helped spearhead a few years ago that has been received well by students and teachers is the Jewish American Heritage Month Collection Development grants.
“Basically, librarians from schools across the country apply through the American Association of School Librarians to receive $500 to essentially buy books or bring Jewish content into their school library,” August said. “And so it is a very active, intentional decision on behalf of the educators [and] the librarians in these schools.”
The teachers and librarians at these schools apply for the grants for different reasons. August said she has heard of some who want Jewish media represented because they don’t have any Jewish students to do it.
Of course, with the political climate right now, there are also more dire reasons these grants matter.
“Some of [the school staff] explicitly say, ‘Look, there is antisemitism in our school. I want to do my part as an educator to educate about who Jews are, to counter that [discrimination],’” she said. “Which is exactly one of the core missions of the Weitzman and JAHM by extension. Some of them aren’t explicitly mentioning antisemitism. They just understand the value of teaching about diverse American communities.”
Regardless of why they chose to participate, the schools are receiving personalized help. August said that The Weitzman and partner organizations have begun to help tailor the lessons and content taught to students depending on the makeup of their school.
All of this is possible thanks to the Jewish community. Whether it be individuals or businesses, Jews are donating and chipping in to help raise awareness of the month. August said that, this year, Americans will be able to hear the message louder than ever thanks to a generous beneficiary.
“The UJA-Federation of New York gave us a significant grant this year. I don’t want to say it’s life changing because that sounds very dramatic, but it has been JAHM changing,” she said.
That grant will allow the organization to further its message, just as NASA astronaut Garrett Reisman did when he brought the original JAHM proclamation to space or as President Barack Obama did when he held the inaugural JAHM White House reception.
While the proclamations, official signatures and political support that designate May as Jewish American Heritage Month are crucial, Jews need to take a grassroots approach if they want to spread the word. That means celebrating proudly and loudly.
“It is a month that lifts up the nearly four centuries of Jewish contributions to American life and culture,” August said. “So even just that little bit can go a long way in raising awareness and sparking curiosity, and having a little splash of education.”