Incommon TikTok Campaign
Meeting Gen Z where they are, with a digital creative campaign grounded in culture, humour and shared values to reduce prejudice.
The Dor Foundation partnered with the Sydney Jewish Museum, NSW Jewish Communal Appeal, Howatson+Co andTikTok to launch Incommon — a digital campaign designed to meet Gen Z where they are and replace misinformation with culture, identity and human connection.
Built on insights from the Dor Foundation’s National Social Acceptance Study, the campaign addresses the gaps in understanding that shape young people’s perceptions. While 79% of older Australians are familiar with the Jewish Community, only 59.5% of Australians aged 18–34 say they feel familiar with Jewish people. This demographic also shows the weakest sense of shared values and the most limited exposure to Jewish life, with attitudes shaped more by conflict-driven narratives than lived experience.
Incommon uses trusted creators and relatable cultural storytelling to introduce Judaism in a way that feels familiar and welcoming. By focusing on culture, history, humour and shared Australian values, the campaign builds warmth and recognition among young people who may never have encountered Jewish life directly. It puts connection at the centre, choosing curiosity and optimism over conflict or debate.
In just 6 weeks, Incommon reached 5.4M young Australians, generating 175M+ views, and lifting perceptions of similarity by 10%.
View the Incommon Campaign Recap
“The successful Incommon campaign shows that there are innovative and effective ways to communicate with new audiences in support of our core mission: boosting awareness of Jewish culture and identity to achieve greater understanding and acceptance.”
Greg Shand AM
President, Sydney Jewish Museum
