Nov 4, 2024
7 min
The Accidental Jewish Activist
A summary of TJF Talks Episode #71 with guest Samantha Ettus
On October 7th, 2023, Samantha Ettus, a five-time best-selling author, Harvard MBA, and professional speaker, found her life suddenly and drastically changed. Previously focused on subjects like women’s empowerment and the future of work, she’s since become what she calls an “accidental activist” for Jews. As Ettus explained on TheJewFunction Podcast, the atrocities of that day ignited a passionate shift in her priorities.
Ettus has since dedicated much of her platform to combatting antisemitism and mobilizing the Jewish community. Throughout the podcast, she and host Lio explored what it means to be Jewish in an increasingly polarized world, why antisemitism is resurfacing with such intensity, and how Jews might organize to fight hatred more effectively today than ever before.
Watch the full conversation here:
Everything Shifted
Ettus began by sharing how October 7th was the day of her son’s Bar Mitzvah. “We didn’t realize the scale of it at first,” she recalled. Residing in Los Angeles, the whispers of chaos in Israel weren’t enough to upset the day’s celebrations for their family. But when the reality of the situation hit on October 8th, everything shifted. Ettus described the awkwardness of trying to reconcile celebration in the face of such horror. “Even to this day, I have never posted a photo from my son’s Bar Mitzvah. It just felt off.”
This new awareness of global antisemitism shifted Ettus into a new gear. Suddenly, her Instagram feed — previously filled with productivity tips and work-life balance strategies — was converted into a space for advocacy. “It wasn’t a plan,” said Ettus. “I thought I’d post about what was happening for a few days and get back to my regular content. But I never did go back.”
The Sense of Unity in Crisis
One of the podcast’s significant themes was the idea of unity — particularly among Jews. Ettus emphasized that while Jews may often be intellectually scattered or religiously divided, crises like October 7th have historically pulled the community together.
“The Jewish community is stronger now than ever before,” she said, reflecting on the aftermath of the attacks. “If there’s any silver lining to this horrible situation, it’s that we’ve become more connected. We’ve realized how much we need each other.”
Lio echoed this sentiment. “There’s this strong, almost primal connection we tend to rediscover in times of crisis because it forces us to see that no matter our differences, we face common enemies,” he said. “It’s just that now, post-October 7th, we can’t ignore the extent of that threat.”
Ettus then highlighted how this surge in community isn’t just about Jewish identity. It has become a global issue. People from across religious and cultural spectrums have begun paying attention, which she considered vital for survival.
“More than the Jewish community, we need our allies,” she stressed. “The whole DEI movement didn’t even think of including Jews, and we weren’t vocal enough to point that out.”
2024 New Voices: A Campaign for Allies
Ettus harnessed the power of her platform to do more than just awareness-building. One of her biggest moves was starting “2024 New Voices” on Instagram — a campaign aimed at recruiting celebrities and prominent individuals to speak out against antisemitism.
“We’re releasing a new voice every day,” she shared. From Cindy Crawford to Michael Rapaport, Ettus explained that the campaign has gotten incredible traction. It gives a wide range of public figures, both Jewish and non-Jewish, a chance to use their voices for solidarity. She emphasized the importance of having celebrities speak out at a time when Jewish voices alone weren’t enough.
“When I launched this campaign, I wanted it to be non-political,” Ettus noted. “Some celebrities have asked to mention Israel, and I’ve explained they can’t, because the point of the campaign is just to speak out against Jewish hate. It’s about letting everyone see that we’re standing together against antisemitism. It’s essential to show that we aren’t alone.”
Lio lauded the campaign, calling it “brilliant” for its simplicity. “It’s not about complexity sometimes,” he remarked. “It’s just about getting people in, getting them to stand up.”
Ettus admitted the strategy’s limits but still finds value in it. “It won’t save us,” she confessed, “but it can buy us time. Something like this lifts the community’s spirit just enough to keep going.”
Reclaiming the Jewish Voice
There’s no way to talk about mobilizing Jewish activism without addressing deeper cultural issues and misunderstandings about Jewish identity. Ettus brought this up with clarity. “People struggle to understand that Judaism isn’t just a religion; it’s a heritage, a culture,” she explained. “Someone can be culturally Jewish but not religious, and that doesn’t make them any less Jewish.”
For her, this often-misunderstood distinction makes antisemitism different from other forms of intolerance. “We’re not just fighting religious bigotry,” said Ettus. “We’re fighting a hatred that is aimed at something more complex. And if we don’t effectively educate others on what being Jewish really means, that hatred will continue to thrive.”
Part of this education, she believes, should begin with young people. Ettus lamented that Jewish children aren’t taught how to explain their culture and religion properly. “If Jewish kids could articulate their identity to their friends and classmates, that would go a long way,” she mused.
Lio brought up a similar concern: “A lot of people are uncomfortable with the idea of Jews as ‘the chosen people,’ even among Jews. But what if being ‘chosen’ just means we have a specific job to do for the world? What if it’s not supremacy, but a responsibility?”
Ettus agreed, pointing out that the language of being “chosen” alienates others. “If there was a footnote every time someone used ‘the chosen people,’ saying, ‘Chosen to serve people,’ I think it’d help,” she said.
The Untapped Power of Jewish Values
Much of the conversation circled back to the question: What makes Jewish culture distinct? According to Ettus, it’s more than just historical perseverance or religious rituals; it’s the cultural emphasis on intellectual curiosity.
“We don’t accept things passively,” she said. “Jews are trained to question everything — whether it’s in the Torah, at the dinner table, or in a classroom. That focus on skepticism and learning is a huge part of why the Jewish community has always punched above its weight intellectually.”
Lio agreed, adding that it’s about more than just education. He pointed out that Jews tend to be “natural hubs,” people who connect across divides, whether within families, communities, or entire industries. He sees this connectedness as an inherent part of Jewish identity, something many Jews overlook.
“Jews excel not just in leading industries, but in connecting people across divides,” Lio summarized. “Hollywood, finance, medicine - Jews have historically created networks. It’s our natural role to bring people together.”
Ettus related to this notion. She described her love for connecting people and her natural passion for networking. “Even when I’m not thinking about it, I’m always trying to bring people together,” she said. “And I guess that’s deeply Jewish, to never just stick to your lane, but to see how we can help each other.”
Fighting Hate With Unity
Toward the end of their discussion, Lio proposed a challenging idea: What if Jewish unity isn’t just a defensive tactic against antisemitism but the key to solving it? He suggested that Jewish internal divisions could be undermining the community’s ability to act decisively in the face of crisis.
“It’s like we forget that we’re a family,” Lio mused. “And when we forget that, we stop living by this principle of loving our neighbor, and once we lose that, we can’t set an example for the world.”
Ettus responded thoughtfully. She shared that one of the most beautiful aspects of Jewish life is how tensions and differences are transcended over a shared meal: “We may be different. We may argue. But in the end, everyone comes back to the table.”
She continued, “You just need to sit everyone down at that metaphorical Shabbat table. Differences melt away when you’re breaking bread together.”
The Path Forward: Practical Activism
There’s no doubt that Ettus understands the steep challenges ahead. From combating global antisemitism to navigating how Jews are portrayed in the media, there’s a lot of work to be done. But for her, it begins with individual action.
“We each have a role to play. Maybe it’s speaking up locally in your community, maybe it’s advocating for your child’s school,” she explained. “You don’t need a million followers to make a difference.”
Ettus’s message is clear: it doesn’t matter where in the world you are, it’s time for Jews to start wielding their influence by setting the example — creating a close-knit, connected global community that fights hate with unity, love, and knowledge.
Conclusion
Samantha Ettus’s unexpected transformation into a vocal Jewish activist highlights a broader truth about the Jewish experience today. As she and Lio discussed in this compelling episode of the Jew Function podcast, there’s no room for neutrality anymore. In an era defined by resurging hate, everyone must engage.
Ettus’s journey — from navigating the confusion of October 7th to launching the “2024 New Voices” campaign — shows that activism doesn’t always come with preparation. But it does come with necessity. And when the Jewish community unites, uplifts each other, and embraces its unique strengths, it can overcome even the darkest times.
For Ettus, the key is bringing people together, whether through a shared meal or a global advocacy campaign. “At the end of the day,” she said, “when we gather around the table, that’s where the magic happens.”
Share:
On October 7th, 2023, Samantha Ettus, a five-time best-selling author, Harvard MBA, and professional speaker, found her life suddenly and drastically changed. Previously focused on subjects like women’s empowerment and the future of work, she’s since become what she calls an “accidental activist” for Jews. As Ettus explained on TheJewFunction Podcast, the atrocities of that day ignited a passionate shift in her priorities.
Ettus has since dedicated much of her platform to combatting antisemitism and mobilizing the Jewish community. Throughout the podcast, she and host Lio explored what it means to be Jewish in an increasingly polarized world, why antisemitism is resurfacing with such intensity, and how Jews might organize to fight hatred more effectively today than ever before.
Watch the full conversation here:
Everything Shifted
Ettus began by sharing how October 7th was the day of her son’s Bar Mitzvah. “We didn’t realize the scale of it at first,” she recalled. Residing in Los Angeles, the whispers of chaos in Israel weren’t enough to upset the day’s celebrations for their family. But when the reality of the situation hit on October 8th, everything shifted. Ettus described the awkwardness of trying to reconcile celebration in the face of such horror. “Even to this day, I have never posted a photo from my son’s Bar Mitzvah. It just felt off.”
This new awareness of global antisemitism shifted Ettus into a new gear. Suddenly, her Instagram feed — previously filled with productivity tips and work-life balance strategies — was converted into a space for advocacy. “It wasn’t a plan,” said Ettus. “I thought I’d post about what was happening for a few days and get back to my regular content. But I never did go back.”
The Sense of Unity in Crisis
One of the podcast’s significant themes was the idea of unity — particularly among Jews. Ettus emphasized that while Jews may often be intellectually scattered or religiously divided, crises like October 7th have historically pulled the community together.
“The Jewish community is stronger now than ever before,” she said, reflecting on the aftermath of the attacks. “If there’s any silver lining to this horrible situation, it’s that we’ve become more connected. We’ve realized how much we need each other.”
Lio echoed this sentiment. “There’s this strong, almost primal connection we tend to rediscover in times of crisis because it forces us to see that no matter our differences, we face common enemies,” he said. “It’s just that now, post-October 7th, we can’t ignore the extent of that threat.”
Ettus then highlighted how this surge in community isn’t just about Jewish identity. It has become a global issue. People from across religious and cultural spectrums have begun paying attention, which she considered vital for survival.
“More than the Jewish community, we need our allies,” she stressed. “The whole DEI movement didn’t even think of including Jews, and we weren’t vocal enough to point that out.”
2024 New Voices: A Campaign for Allies
Ettus harnessed the power of her platform to do more than just awareness-building. One of her biggest moves was starting “2024 New Voices” on Instagram — a campaign aimed at recruiting celebrities and prominent individuals to speak out against antisemitism.
“We’re releasing a new voice every day,” she shared. From Cindy Crawford to Michael Rapaport, Ettus explained that the campaign has gotten incredible traction. It gives a wide range of public figures, both Jewish and non-Jewish, a chance to use their voices for solidarity. She emphasized the importance of having celebrities speak out at a time when Jewish voices alone weren’t enough.
“When I launched this campaign, I wanted it to be non-political,” Ettus noted. “Some celebrities have asked to mention Israel, and I’ve explained they can’t, because the point of the campaign is just to speak out against Jewish hate. It’s about letting everyone see that we’re standing together against antisemitism. It’s essential to show that we aren’t alone.”
Lio lauded the campaign, calling it “brilliant” for its simplicity. “It’s not about complexity sometimes,” he remarked. “It’s just about getting people in, getting them to stand up.”
Ettus admitted the strategy’s limits but still finds value in it. “It won’t save us,” she confessed, “but it can buy us time. Something like this lifts the community’s spirit just enough to keep going.”
Reclaiming the Jewish Voice
There’s no way to talk about mobilizing Jewish activism without addressing deeper cultural issues and misunderstandings about Jewish identity. Ettus brought this up with clarity. “People struggle to understand that Judaism isn’t just a religion; it’s a heritage, a culture,” she explained. “Someone can be culturally Jewish but not religious, and that doesn’t make them any less Jewish.”
For her, this often-misunderstood distinction makes antisemitism different from other forms of intolerance. “We’re not just fighting religious bigotry,” said Ettus. “We’re fighting a hatred that is aimed at something more complex. And if we don’t effectively educate others on what being Jewish really means, that hatred will continue to thrive.”
Part of this education, she believes, should begin with young people. Ettus lamented that Jewish children aren’t taught how to explain their culture and religion properly. “If Jewish kids could articulate their identity to their friends and classmates, that would go a long way,” she mused.
Lio brought up a similar concern: “A lot of people are uncomfortable with the idea of Jews as ‘the chosen people,’ even among Jews. But what if being ‘chosen’ just means we have a specific job to do for the world? What if it’s not supremacy, but a responsibility?”
Ettus agreed, pointing out that the language of being “chosen” alienates others. “If there was a footnote every time someone used ‘the chosen people,’ saying, ‘Chosen to serve people,’ I think it’d help,” she said.
The Untapped Power of Jewish Values
Much of the conversation circled back to the question: What makes Jewish culture distinct? According to Ettus, it’s more than just historical perseverance or religious rituals; it’s the cultural emphasis on intellectual curiosity.
“We don’t accept things passively,” she said. “Jews are trained to question everything — whether it’s in the Torah, at the dinner table, or in a classroom. That focus on skepticism and learning is a huge part of why the Jewish community has always punched above its weight intellectually.”
Lio agreed, adding that it’s about more than just education. He pointed out that Jews tend to be “natural hubs,” people who connect across divides, whether within families, communities, or entire industries. He sees this connectedness as an inherent part of Jewish identity, something many Jews overlook.
“Jews excel not just in leading industries, but in connecting people across divides,” Lio summarized. “Hollywood, finance, medicine - Jews have historically created networks. It’s our natural role to bring people together.”
Ettus related to this notion. She described her love for connecting people and her natural passion for networking. “Even when I’m not thinking about it, I’m always trying to bring people together,” she said. “And I guess that’s deeply Jewish, to never just stick to your lane, but to see how we can help each other.”
Fighting Hate With Unity
Toward the end of their discussion, Lio proposed a challenging idea: What if Jewish unity isn’t just a defensive tactic against antisemitism but the key to solving it? He suggested that Jewish internal divisions could be undermining the community’s ability to act decisively in the face of crisis.
“It’s like we forget that we’re a family,” Lio mused. “And when we forget that, we stop living by this principle of loving our neighbor, and once we lose that, we can’t set an example for the world.”
Ettus responded thoughtfully. She shared that one of the most beautiful aspects of Jewish life is how tensions and differences are transcended over a shared meal: “We may be different. We may argue. But in the end, everyone comes back to the table.”
She continued, “You just need to sit everyone down at that metaphorical Shabbat table. Differences melt away when you’re breaking bread together.”
The Path Forward: Practical Activism
There’s no doubt that Ettus understands the steep challenges ahead. From combating global antisemitism to navigating how Jews are portrayed in the media, there’s a lot of work to be done. But for her, it begins with individual action.
“We each have a role to play. Maybe it’s speaking up locally in your community, maybe it’s advocating for your child’s school,” she explained. “You don’t need a million followers to make a difference.”
Ettus’s message is clear: it doesn’t matter where in the world you are, it’s time for Jews to start wielding their influence by setting the example — creating a close-knit, connected global community that fights hate with unity, love, and knowledge.
Conclusion
Samantha Ettus’s unexpected transformation into a vocal Jewish activist highlights a broader truth about the Jewish experience today. As she and Lio discussed in this compelling episode of the Jew Function podcast, there’s no room for neutrality anymore. In an era defined by resurging hate, everyone must engage.
Ettus’s journey — from navigating the confusion of October 7th to launching the “2024 New Voices” campaign — shows that activism doesn’t always come with preparation. But it does come with necessity. And when the Jewish community unites, uplifts each other, and embraces its unique strengths, it can overcome even the darkest times.
For Ettus, the key is bringing people together, whether through a shared meal or a global advocacy campaign. “At the end of the day,” she said, “when we gather around the table, that’s where the magic happens.”
Share:
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