“I’m That Jew” creator Eitan Chitayat: “We need to be visible, not just proud”

In an exclusive interview with J-Wire on the eve of his visit to Australia, Israeli branding expert and Jewish identity advocate Eitan Chitayat offers a compelling call to action: Jewish people must be visible, not just proud.

As his globally acclaimed “I’m That Jew” campaign takes on renewed urgency post-October 7, Chitayat shares the personal journey behind his powerful message and what he plans to impart to the Australian Jewish community during his upcoming visit as a guest of the United Israel Appeal (UIA).

Chitayat, who founded Tel Aviv-based creative agency Natie and has worked with global giants like Apple, Google, and YouTube, explains that representing the Jewish people has been his most challenging and meaningful project.

“When you’re working with Apple or Google, you’re working on something specific, a product or a message. But with this, it’s personal. I’m literally trying to brand, if you can even say that, the Jewish people. Toughest client I’ve ever had,” he states with a laugh.

This deep personal connection to his work was evident even from the campaign’s inception in 2014, following the terror attack on the Hypercacher kosher supermarket in Paris. Chitayat recalled how a close friend in France confided that she was now to tell people that she was Jewish or had been to Israel.

“I couldn’t believe that in 2014, someone could feel afraid just to say they were Jewish. I sat down and wrote what became I’m That Jew in one go. It started as a blog post, and someone wrote a comment, ‘I’m so glad I’m not the only one who feels this way.’ That’s when I knew it had landed.”

The video that followed struck a nerve around the world, amassing more than 15 million views on social media since its release. It resonated with Jews of every background and, Chitayat believes, gave them a voice and a face at a time when Jewish identity was becoming increasingly marginalised.

While many interpret “I’m That Jew” as a protest against antisemitism, Chitayat clarifies its true essence: “It’s not. It’s a love letter. To my people, to myself. A reminder that we can live who we are, unapologetically. It’s colourful, bold, human. It says, don’t forget who you are. And don’t forget to live it.”

Since October 7, with the dramatic rise in antisemitism and scrutiny faced by Jewish communities globally, Chitayat’s work has taken on a new urgency. He has used his platform to humanise Israeli hostages taken by Hamas, sharing their photos, names, and personal details to restore the humanity that news headlines often erase.

“We’re being dehumanised,” he emphasised to J-Wire. “And when that happens, it’s easy to start feeling like we need to apologise just for existing. I want people to remember, we are human beings. The hostages are human beings. They have families. Dreams. Hobbies. They weren’t taken for what they did. They were taken for who they are.”

Asked how the message of “I’m That Jew” would land if released for the first time today, Chitayat didn’t hesitate.

Above: Chitayat’s “I’m That Jew” video

“It would hit a thousand times harder now. When I first posted it, Facebook was still a place to share family photos. People weren’t owning their Jewish identity publicly like they are now, or like they’re struggling to do now. Today, it would resonate even more deeply.”

He believes the Jewish response to this moment must begin not with convincing others, but with embracing ourselves.

“What needs to change is us. I’ve lived around the world. I’ve seen antisemitism up close. But the only long-term answer is visibility. It’s not just about being proud. It’s about being open. If we do that, and we do it widely, people will start to see us for who we are, not for what the haters say we are.”

“There’s no shortcut. It’s a long game. But it starts with saying, ‘I’m that Jew.’ Out loud.”

Chitayat explained that Australian Jews, like Jewish communities everywhere, have a critical role to play in shaping how the world sees them, and how they see themselves. “You don’t have to be a politician or an activist,” he said. “But you do have to show up as who you are. Be visibly Jewish. Speak about your identity. Share your story.”

He believes that in today’s climate of hostility and misinformation, especially following the events of October 7, it is more important than ever for Australian Jews to reject fear and reclaim visibility. “If we’re not telling our own story, someone else will, and they’ll get it wrong,” he asserts. “So, tell people who you are. Be seen. That’s how change starts.”

Chitayat also spoke of the surreal nature of travelling to Australia now, just months after the trauma of the “12-day War” with Iran.

“We’re literally coming out of a war. It still feels fresh. And to be stepping into something so different, meeting new people, speaking at events, it’s a complete shift. But I feel very blessed. I’ve always felt a connection with the Australian Jewish community. I’m really looking forward to this.”

Eitan Chitayat will be appearing in Sydney, Melbourne and Perth. His talks will focus on the power of storytelling, reclaiming Jewish identity, and building resilience through visibility and pride. For bookings or further information, visit www.uiaaustralia.org.au.