The Sydney Jewish Museum launches the ‘Be A Mensch’ campaign to encourage kindness on Human Rights Day

The Sydney Jewish Museum has launched a campaign today in honour of Human Rights Day, titled ‘Be A Mensch’.

Mensch is a yiddish term for a person of integrity, morality and dignity, with a sense of what is right and responsible. The campaign brings this term into the 21st century by using it to encourage people to practise small acts of kindness on an everyday basis to make the world a more accepting and welcoming place.

The Sydney Jewish Museum has created the campaign to remind people of the lessons from the Holocaust relevant in today’s society and, in turn, inspire people to do more for their community.

The creative features several Holocaust survivors and prolific community leaders in Sydney. Those involved include:

  • Brandon Srot, counsellor, leadership coach and facilitator
  • Breann Fallon, educator, academic and podcaster
  • Eddie Jaku OAM, Holocaust Survivor and finalist for the NSW Senior of the Year Award 2019
  • Melanie Penicka-Smith, event manager, co-founder of the Pacific Pride Choir
  • The Hon Michael Kirby AM CMG, former Justice of the High Court of Australia
  • Noel Zihabamwe, chairperson of the African Australian Advocacy Centre and member of the advisory committee for Australian Human Rights Institute
  • Olga Horak OAM, Holocaust Survivor
  • Susan Moylan-Coombs, broadcaster, educator and First Peoples social justice advocate

The campaign encourages people to undertake small acts of kindness every day

In a statement, Michael Kirby gave his own definition of ‘Mensch’: “To be a mensch is to be supportive. To be a friend, to be calm in troubled times. To support others.”

Noel Zihabamwe added his beliefs: “A mensch is involved in noble actions such as being a promoter of peace, unity, love and harmony; helping people, especially those in need; treating people equally without any kind of discrimination; having a desire to give something back to society; helping people who cannot help you; leading by example; having a caring heart; and putting yourself in someone else’s shoes.”

Olga Horak continued: “Do not hate. Respect people. Have dialogue with people from different backgrounds.”

Online executions for the Be A Mensch campaign

The campaign will appear online and outdoor.


Strategy development: Richard Sauerman – The Brand Guy
Design: Alphabet Studio
Photography: Gary Heery


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