THE JEWISH FEDERATIONS OF NORTH AMERICA had a problem: they wanted to reconnect with a younger demographic they were losing rapidly.
We presented them with Bar Mitzvah Blackmail, a humorous website which used the most awkward milestone in a young Jewish person's life as a threat.
The threat? We have the most mortifying footage from the most tender and insecure moment of your life. And we'll use it against you if you don't get more involved in this worthy organization.
Anyone could upload and superimpose pictures of their friends into our collection of horrible vintage bar mitzvah pics, and share them on their Facebook wall as an invite, or a shaming, rather, to a specific UJA event.
And of course, there was the option to pick the Bat Mitzvah version, too.