Taking a new approach to countering hate and division, The Tree of Life is launching a campaign focused on building community and forging new relationships across differences by emphasizing the common values that people of all backgrounds share.

The campaign, “Rooted in Humanity,” kicked off with a new video released today (available here), highlighting the powerful community response to the 2018 Pittsburgh synagogue shooting. The video voiceover begins “We may come from different neighborhoods. Different backgrounds or beliefs,” before inviting people to join The Tree of Life “in building a place to explore, strengthen, and celebrate the roots that connect us all.” The campaign encourages individuals interested in learning more to sign up to receive updates, invitations to events, and program announcements, and to support the rebuilding and reimagination of the site of the deadliest antisemitic attack in U.S. history into a place of hope and community.

“The current levels of divisiveness and toxicity in our country make it seem nearly impossible to imagine the warm cross-cultural connections that developed in the wake of October 27, 2018, as Pittsburghers of all backgrounds rallied together around our Jewish community in Squirrel Hill,” said Michael Bernstein, The Tree of Life Board Chair. “When the barriers to conversation go up, hate too often fills the void. And when hate takes hold, violence rears its ugly head. Now more than ever, the country and the world need to learn from Pittsburgh’s collective response to hate. Our goal with this campaign is to turn those lessons into action and remind people of our shared humanity and celebrate the common values that bind us together as neighbors.”

To mark the start of the new chapter, The Tree of Life also unveiled a refreshed fence wrap surrounding the building. The new fence wrap features images of some of the thousands of gifts left outside the building or sent to the three congregations affected by the Pittsburgh Synagogue shooting. Additionally, a section of fence wrap continues to feature the artwork from students across the country, sent to the community as an offering of support, love, and hope.

“Countering antisemitism and hate requires removing barriers of isolation and division,” said Carole Zawatsky, CEO of The Tree of Life, reflecting on the organization’s mission and programs over the past year. “The reality is that the more connected we are and the more we know our neighbors and celebrate our shared values, the stronger and healthier our communities will be. Our hope through the ‘Rooted in Humanity’ campaign is to invite more people to join us through remembrance, educational opportunities and bridge-building activities rooted in our shared values.”

Earlier this year, The Tree of Life, established in 2022 by congregation and community leaders as a locally grounded institution with national reach, opened its traveling exhibition, “Lessons from The Tree of Life: Lighting the Path Forward.” The exhibition, created in partnership with the Rauh Jewish History Program & Archives at the Heinz History Center, offers a preview of the museum that will be housed within the building. The planned museum will be the first-of-its-kind, tracing the history of antisemitism in America and telling the story of October 27, 2018, and the community’s powerful unified response against hate.

The Tree of Life also unveiled its final building design this fall after successfully meeting its core capital development goal, with construction expected to begin in 2026. In addition to the building, the funds raised will support the establishment of a museum and robust programming, including the Holocaust Center of Pittsburgh and LIGHT Initiative, as well as seed operations costs and program reserves to ensure the institution’s long-term financial stability and health. The funds raised also support the creation of the 10/27 Memorial.

To date, more than $46 million has been raised to rebuild and reimagine The Tree of Life from donors in Pittsburgh and across the country, including the Richard King Mellon Foundation, the Henry Hillman Foundation, the Heinz Endowments, the PNC Foundation, and the Ford Foundation. The project has also received funding through federal grants secured by the Pennsylvania congressional delegation and through the Commonwealth of Pennsylvania’s Redevelopment Assistance Capital Program (RACP).

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