The Anti-Defamation League and Blue Square Alliance Against Hate are joining forces in a new partnership to combat the spread of antisemitism, Jewish Insider has learned. 

ADL said it will integrate the blue square symbol, which has become popularized by New England Patriots owner Robert Kraft’s group, into its educational programming such as tool kits and content for synagogues as well as materials and content distributed to other faith communities.

“We are proud to embrace the blue square campaign as we seek to build empathy for the Jewish people and to expand understanding about the root causes and consequences of antisemitism,” said ADL CEO Jonathan Greenblatt.  

“The blue square serves as a universal symbol for unity and solidarity. It’s a call to action that

demonstrates we are strongest when we stand together, arm in arm as sisters and brothers, united by our shared values,” said Kraft, founder of the Blue Square Alliance Against Hate, which rebranded last year from the Foundation to Combat Antisemitism. 

“At a time when there is far too much divisiveness in our country, this is when we need the unity that the blue square represents most. By partnering with the ADL, we are amplifying our mission to stand up to Jewish hate and all hate and are expanding the reach of the blue square to reach more Americans in communities across our country in order to fight hate together,” Kraft continued.

Blue Square and the ADL have a history of collaboration: Earlier this month, ADL conducted a survey on reactions to the Blue Square Alliance’s Super Bowl commercial amid a political debate over its impact. The antisemitism watchdog plans to honor Kraft at its annual conference next month in New York City. 

For New England Patriots owner Robert Kraft, Sunday’s Super Bowl is about more than his team’s 12th chance at the title. It’s also a national platform for his latest 30-second ad aimed at tackling antisemitism, with more than 100 millions viewers set to tune in. 

Titled “Sticky Note,” the commercial features a Jewish student who is bullied in the halls of his school. As he takes off his backpack, he sees a sticky note reading “dirty Jew” was placed on it. In a show of allyship, a classmate approaches the student and puts a blue square piece of paper over the note. “Do not listen to that,” he says.  

“I know how it feels,” the student, who is Black, tells his Jewish classmate. As the ad concludes, a statistic reads: “2 in 3 Jewish teens have experienced antisemitism.” 

The commercial is the third annual Super Bowl ad produced by The Blue Square Alliance against Hate — the nonprofit founded by Kraft, which rebranded in October from the Foundation to Combat Antisemitism. Since its launch in 2023, the group has popularized blue square pins as a symbol in the fight against antisemitism. 

Last year’s ad sparked criticism from some Jewish activists for not focusing on — or even mentioning — antisemitism, as rapper Snoop Dogg and iconic quarterback Tom Brady exchanged deliberately vague insults. Kraft defended the ad in an interview with Jewish Insider at the time, saying, “The challenge is that we just can’t explain the complexity of Judaism or antisemitism in a 30-second ad. But what we can do is invite Americans into a conversation about something they do have experience with: hate.”  

This year’s ad takes a more direct approach. 

“For the third straight year, the Blue Square Alliance Against Hate is proud to show up on sports’ biggest stage and speak directly to more than 120 million Americans with an urgent message: stand up for each other and stand up to hate wherever you see it,” Kraft said in a statement. 

The commercial will also air during the Winter Olympics and is part of a $15 million campaign that additionally includes digital advertisements and billboards.  

Antisemitism in America has plateaued after a sharp rise in anti-Jewish hate incidents in the immediate aftermath of the Oct. 7, 2023, terrorist attacks in Israel — yet fewer Americans are pushing back against it, according to a survey released Thursday by the Blue Square Alliance Against Hate. 

About 25% of the population has consistently held antisemitic attitudes since June 2024, the 2025 Antisemitism Landscape Survey reported. That’s a notable rise from the recent past, but the survey found that the growth of antisemitic views has slowed significantly.

The survey, which has been conducted twice a year since June 2023, polled 7,028 American adults from Aug. 1-Sept. 30. It found that 58% of respondents think antisemitism is a minor problem or not a problem at all, a sizable majority, though one that has remained fairly steady for the past two years. 

“This is an alarming moment for the United States,” said Adam Katz, president of the Blue Square Alliance Against Hate, a nonprofit founded by New England Patriots owner Robert Kraft, which recently rebranded from the Foundation to Combat Antisemitism. “At a time when national data shows clear increases in antisemitic incidents and hate crimes, our survey results show a decline in the number of Americans who see antisemitism as a major problem.” 

Katz called the stabilization of Americans expressing antisemitic attitudes a “glimmer of hope that hate is no longer spreading.” 

At the same time, the report found that the number of Americans willing to speak out against antisemitic behavior is dropping compared to before Oct. 7. 

The number of “allies” to American Jews — defined as “well informed and aware of antisemitism, already activated to stand up to Jewish hate” — stayed consistent at 9% between December 2024 and August 2025, though that’s down from 15% in June 2023. 

The number of Americans categorized as “haters” — defined as “blatantly prejudiced against Jews and tend to be outspoken about it” — decreased slightly from 11% in 2024 to 10% in 2025, though that’s up from 6% in 2023. 

Nearly half (46%) of Americans think Jews can “handle antisemitism on their own,” which has stayed largely consistent since 2024. 

Only around a third (33%) of respondents expressed belief that other people will disapprove of them if they don’t stand up for Jews who are experiencing prejudice, a number that is consistent with the December 2024 poll and slightly less than 39% in December 2023. 

Polling was conducted while the Israel-Hamas war was still underway, with many participants  expressing the view that supporting Jews might be interpreted as siding against Palestinians.

Belief in classic antisemitic tropes — such as “Jews are penny pinchers” and “Jews run the media” — are softening slightly, the survey found, although they are still higher than 2023 numbers. 

The last year has featured several high-profile attacks on Jews around the U.S., including the arson attack against Pennsylvania Gov. Josh Shapiro’s home, the Washington shooting of two Israeli Embassy staffers outside the Capital Jewish Museum and the Colorado firebombing of a hostage solidarity event. 

New England Patriots owner Robert Kraft’s Foundation to Combat Antisemitism is rebranding under the name Blue Square Alliance Against Hate and launching a new advertisement focused on antisemitism that’s slated to debut on “Sunday Night Football” this weekend, Jewish Insider has learned. 

The rebranded group, whose blue square pins have become a ubiquitous symbol in the fight against antisemitism, is airing the “Sunday Night Football” ad as part of a $10 million media campaign designed to redouble awareness of the steep rise of anti-Jewish hate.

The new ad campaign, titled “When There Are No Words,” will be airing on one of the most watched shows on broadcast television — during a game between the AFC champion Kansas City Chiefs and Detroit Lions. Taylor Swift, engaged to Chiefs tight end Travis Kelce, is also expected to be in attendance and to draw her own fans to the broadcast, expanding the audience for the advertisement’s debut.

“What do you say when a Jewish boy is kicked on a New York city sidewalk?” a voice asks as the 30-second commercial begins. “What do you say when a Holocaust survivor is firebombed in the streets of Colorado? What do you say when one in three Jewish Americans were victims of hate last year? When there are no words, there’s still a symbol to show you care. The blue square.” 

The name change and advertisement campaign — which will be supplemented by billboards and social media posts — are an extension to the foundation’s “Blue Square” campaign, which launched in March 2023, aiming to turn the blue square into the symbol for Jewish solidarity and opposition to hatred against Jewish people. The organization has since debuted a blue square pin and bracelet for allies against Jewish hate to wear publicly. 

“This campaign is laser-focused on building recognition and appreciation for what the Blue Square represents and the importance it has in cultivating allies against antisemitism,” Adam Katz, the organization’s newly minted president, told Jewish Insider. 

Katz said a primary goal of the campaign — and the organization overall — is “to awaken people” to antisemitism, particularly to those outside of the Jewish community. While the foundation is not maintaining  “antisemitism” in its name, it spotlights in its commercial the rate of antisemitic incidents that have spiked around the U.S. in the aftermath of Hamas’ Oct. 7, 2023 terrorist attacks in Israel. That focus on violence against Jews is distinct from some of its previous, high-profile ads. 

“[The name change] is meant to be inviting and bring people in and also not to feel off-putting to someone who is not part of the Jewish community but wants to participate — that’s who our target audience is, the 47% of Americans who are apathetic on the topic of antisemitism. They’re not doing anything of substance either positive or negative. This is about reaching them,” Katz said.

“The purpose of it is to raise broader cultural awareness about the magnitude and severity of antisemitism. I wish every person in this country knew [about the shooting of Israeli Embassy staffers] in D.C. in May or knew about [the firebombing at a walk advocating for the release of Israeli hostages held by Hamas] in Boulder a few weeks later. Even more than that, I wish they knew about the smaller but much more frequent transgressions that take place every day.” 

Most recently, the organization’s 30-second commercial titled “No Reason to Hate,” sparked criticism from some Jewish activists for not focusing on — or even mentioning — antisemitism when it ran during the Super Bowl earlier this year. The ad featured rapper Snoop Dogg and NFL legend Tom Brady exchanging deliberately vague insults. 

“The challenge is that we just can’t explain the complexity of Judaism or antisemitism in a 30-second ad. But what we can do is invite Americans into a conversation about something they do have experience with: hate,” Kraft told JI at the time.

But Katz, who in May was tapped to lead the organization, said that the group is trying something different now to ensure that awareness of rising antisemitism is widespread, while still attempting to appeal to a wide audience. “It’s different from our other television work in that it’s a little bit more emotionally raw and jarring,” he said. “We need the wake up call.”

“Our mission of ultimately creating allies against antisemitism has not changed,” Katz told JI. “That’s why it was so important with this campaign and future campaigns to make antisemitism as prominent as it should be.” 

“We’re trying to bring people in with a low-barrier-to-entry activity. That’s what digitally sharing the blue square is. When there are no words, at a minimum, you can show your support with a blue square.”