In January JewBelong -- a nonprofit group dedicated to combating antisemitism -- launched an out-of-home ad campaign in New York City with the provocative message “Totally willing to hide my Jewish star for a free bus ride.”  

But in mid-campaign last week, the outdoor agency that placed the campaign — SOMO — abruptly cancelled it. 

JewBelong, which has run similar campaigns in 42 states, said it was the first time one of its efforts had been pulled early without its consent. 

The message was scheduled to appear atop 4,000 taxis travelling in Manhattan through March 10.   

According to a JewBelong spokesperson, the ad agency informed it of the decision after conversations with a trade group representing a portion of the city’s yellow taxi fleet owners.   

An executive with that group indicated that it had received complaints about the campaign. And there were also concerns, the executive said, that the campaign was perceived as a thinly veiled dig at a proposal by New York Mayor Zohran Mamdani to make bus rides in the city free of charge.   

The JewBelong spokesperson stressed that there was no reference to Mamdani in the campaign. She said that the agency offered the group the opportunity to provide alternate copy for the ads but declined. The campaign was then pulled.

SOMO could not be immediately reached for comment. 

JewBelong founder Archie Gottesman stated: “Why are Jewish voices being silenced in New York City at the very moment antisemitism is surging?” The campaign, he added, “was created to garner attention and start a conversation about the compromises many Jews feel pressured to make about visibility and identity amid rising antisemitism. Pulling it sends a chilling message that speaking out against hate is acceptable, until it makes someone uncomfortable. We refuse to be silent.”  

Jonathan Greenblatt, CEO of New York-based Anti-Defamation League stated, “If acknowledging that Jewish New Yorkers sometimes feel compelled to hide visible symbols of their identity is considered controversial, that should alarm all of us. The problem isn’t the billboard. The problem is the climate that made the message resonate in the first place. Pulling this campaign is misguided and deeply concerning.”

While there are no plans to revive the taxi campaign, static billboards will go up in Bronx and Queens on March 2 with messages: "Standing against antisemitism is standing with America," and "An attack on one of us is an attack on all of us."