When an Ontario group which opposes Israel's Palestinian policies tried to organize a boycott of Israeli kosher wines and an exhibit of the Dead Sea Scrolls at the Royal Ontario Museum (ROM), the Jewish community fought back with email. Instead of fighting with counter-arguments or organizing a counter protest, the email campaign instead directed recipients to buy the products and go to the events that were being boycotted.
This new strategy worked quickly and brilliantly.
The entire sequence of events started when the Jewish group, Not In Our Name, which opposes Israel's Palestinian policies, organized a boycott of Israeli kosher wines in the lead-up to Passover. A protest was organized for outside a specific liquor store in the Summerhill section of Toronto on the afternoon of April 5th, according to The Toronto Star.
Members of the Jewish community responded with an email campaign that suggested that recipients go to that very liquor store to buy their wine. Canadian Jewish News publisher Donald Carr and his wife, Judy Feld Carr, an Order of Canada member for her work to rescue more than 3,200 Jews from Syria, were among the earliest recipients of the emails, which they forwarded to all of their contacts. And then, the UJA, United Jewish Appeal, sent emails to 25,000 of its supporters calling on them to go to the store at the time of the protest specifically to buy Israeli kosher wine. (Toronto Star)
About 600 protesters came to buy wine at the exact time of the protest, according to the Canadian Jewish News. 1,455 bottles of Israeli kosher wine and spirits were sold at the Summerhill store that day.
When the Summerhill location sold out, staff encouraged consumers to visit other locations that carry a large selection of Israeli kosher products. A staff member said that a store in nearby Thornhill also sold out of all their Israeli wines, according to the Liquor Control Board of Ontario (LCBO).
A few says later,members of the Palestine House and the Coalition Against Israeli Apartheid picketed outside the ROM to encourage people to boycott the Dead Sea Scrolls exhibit.
Once again, the Jewish community responded by email. About 500 tickets to the exhibit were sold that day to UJA supporters.
Will this mark a new way to fight back without putting protesters on the street? As we have seen with the use of Twitter to rally protesters in Tehran, we can now see how organized email campaigns can be used to organize positive responses to boycotts.

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