Archie Gottesman, the group's co-founder, is blaring @jewbelong's provocative slogans on billboards and digital advertising during this month's Jewish high holidays. Some find the signs funny, if confusing. Critics call them everything from cringey and misguided to proselytizing and unhelpful. Gottesman said she knows her latest campaigns are "not everybody's cup of tea." Still, her goal is to reach the folks she "lovingly" calls DJs, or disengaged Jews, "the people who are feeling like, 'I'm Jewish, but I don't really know what this religion has to offer me," Gottesman said. She wants them to chuckle, feel like someone "gets" them, and then, hopefully, go to her website to pull up resources like readings, blessings and holiday explainers. There are also billboards aimed at confronting antisemitism. Tap the link in our bio to read the full report by Erica Pearson. 📸 @lizrflores #jewbelong #billboards #judaism #minnesota #highholidays #religion