Brand Tone

Celebratory, proud, unifying, positive, energetic, community-focused, respectful, and commemorative, especially in its transition from solemn remembrance to joyful celebration.

Brand Values

• •Community and Unity
• •Solidarity with Israel
• •Resilience and Hope
• •Peace and Democracy
• •Remembrance

Best Practices

• •Emphasize "Unity" and "Community": Always frame the event as inclusive. Use words like "together," "community," "all of us," and "friends and family" to reinforce the message that this is a gathering for everyone who supports Israel, regardless of their background.
• •Maintain a Celebratory and Positive Tone: Even when acknowledging challenges, the overarching tone should be hopeful, joyful, and proud. Focus on the positive aspects: the celebration, the music, the dancing, and the spirit of the crowd.
• •Bridge Remembrance and Celebration: When mentioning Yom HaZikaron, always connect it to the subsequent celebration of Yom Ha'atzmaut. This "commemoration to celebration" narrative is a core part of the event's identity and reflects Israeli culture.
• •Be Clear and Direct in Calls to Action: Use strong, clear verbs for your calls to action, such as "Join Us," "Celebrate With Us," "Show Your Support," "Volunteer Today," and "Donate Now."
• •Acknowledge the Broader Context with a Message of Peace: While the event is a strong show of solidarity, incorporating messages of hope for peace and highlighting shared democratic values can broaden the appeal and counter potential negative perceptions.

Social Perception

Perceived as a major, unifying, and highly anticipated annual event within the Jewish community, symbolizing pride and solidarity, and the largest celebration for Israel in Canada. Public and media perception is dual: a peaceful, festive gathering, but also a point of political contention due to counter-protesters, with noted security concerns and reports of harassment. Online discourse is highly polarized, with supporters sharing messages of pride and opponents voicing criticism and protest.

Copy Examples

• •Feel the energy. Share the pride. Join thousands from all corners of Montreal as we come together to celebrate Israel's 77th Independence Day! Let's fill the streets with music, friendship, and unwavering solidarity. Mark your calendars for May 1st! #IsraelDayMTL #YomHaatzmaut #MontrealCelebrates
• •Be the heart of the celebration. Our Yom Ha'atzmaut rally is powered by the spirit of our community. Volunteer with us and help create an unforgettable day of unity and pride in the heart of Montreal. Sign up today!
• •From the solemnity of Yom HaZikaron to the joy of Yom Ha'atzmaut, we transition from remembrance to celebration. Join us in honoring Israel's past and celebrating its vibrant future. #NeverForget #Israel77 #MTLStandsWithIsrael
• •This year, more than ever, our unity is our strength. The Celebration for Israel's Independence Day is a chance for us all—friends, families, and neighbours from every background—to stand together in a powerful display of hope and solidarity. Let's celebrate the democratic values and enduring spirit that connect Canada and Israel.
• •(Scene: Quick cuts of smiling faces, waving flags, and musical performances from past events.) Voiceover: "This is more than a rally. It's a family. It's a community. It's Montreal's biggest celebration of Israel! Join us for a day of joy, music, and unity. See you at Place du Canada!"