In an effort to re-brand Israel, JCRC worked with a committee of Israel chairs from temples in the Greater Boston area to think of new ways to market the country. As a result of these discussions Jeff Stonberg from Wellesley initiated an event that focused not on the Middle East conflict, but on the rich innovations and technological advances in Israel. By organizing a successful symposium that featured leaders in the energy, biotech and information technology sector, JCRC reached out to a new demographic of community members and created the foundation for an event that can be replicated in communities across the country.

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