The point would be, quite simply, to celebrate the value of our yungeleit
With Senior Production Manager Moshe Niehaus and our cinematography team at Adirei HaTorah 2022
It was the summer of 2021, soon after a group of balabatim, spearheaded by Reb Lazer Scheiner, joined to practically triple the kollel check of Beth Medrash Govoha in Lakewood, New Jersey. I was invited to meet with Rabbi Yosef Heinemann, the newly appointed CEO of BMG. Sitting on his back porch on a balmy August afternoon, he painted a picture of a new reality in which the yungeleit would be placed on a pedestal, and all would recognize their value. The phrase “Adirei HaTorah” didn’t yet exist, but the seeds had been planted.
The vision: a grand event, to take place later that year, that would be neither a fundraiser nor a pat on the back for donors. The point would be, quite simply, to celebrate the value of our yungeleit.
I spent many years in the Lakewood Kollel, and the concept resonated with me, but everyone involved understood it would take some work to properly convey the meaning and mission of this asifah to the public. As the months passed and the event concept started to crystallize, our senior production manager, Moshe Niehaus, was in contact with BMG’s administration to plan the videos. Working together, they came up with a two-pronged marketing strategy to appeal to viewers both logically as well as emotionally.
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