More than 800 guests gathered at New York’s Waldorf Astoria on October 21, 2026, for an evening that combined celebrity appearances, philanthropy and a campaign against antisemitism and discrimination.
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that → gather → antisemitism
The inaugural benefit gala of the Blue Square Alliance Against Hate, founded by New England Patriots owner Robert Kraft, raised more than $32 million, according to the organisation’s official announcement published on October 23.
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gala → found → October
The fundraising total marked the largest amount the organisation had raised in a single night.
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organisation → mark → night
attended the event, which also honoured Bank of America chairman and CEO Brian Moynihan for his support of the organisation’s mission.
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which → attend → mission
How Robert Kraft’s anti-hate initiative began
Kraft founded the organisation in 2019 as the Foundation to Combat Antisemitism.
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Kraft → begin → Antisemitism
It was established to encourage Americans to confront antisemitism and support Jewish communities, using public awareness campaigns and partnerships to reach people who might not otherwise engage with the issue.
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who → establish → issue
In 2025, the organisation adopted the name Blue Square Alliance Against Hate, reflecting an expanded effort to build a broader coalition against antisemitism and other forms of hate.
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organisation → adopt → hate
The blue square became its central symbol of solidarity, allowing people from different backgrounds to visibly express their support for the cause.
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people → become → cause
The organisation says its approach combines mass-media campaigns, social content, partnerships, coalition-building and data analysis.
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approach → say → campaigns
Its goal is to encourage people to move beyond passive agreement and actively challenge prejudice when they encounter it.
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they → encourage → it
Gala brings together sports, entertainment and business leaders
The sold-out event featured a guest list spanning professional sports, music, business, religion and public life.
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event → bring → sports
Brady joined Kraft and Cardinal Timothy Dolan, the archbishop emeritus of New York, on stage, while Bon Jovi was among the notable attendees.
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Jovi → join → attendees
CNN commentator Van Jones opened the programme, while former US secretary of state Condoleezza Rice delivered a video message about her experiences confronting racism and hate.
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Rice → open → racism
The evening recognised Moynihan for his support of the organisation’s work.
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evening → recognise → work
He also serves as chair of its first advisory board, which brings together leaders from business, media, diplomacy and law.
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which → serve → business
The blue square symbol was a recurring feature throughout the gathering, appearing on guests’ clothing as a visible expression of solidarity.
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symbol → recur → solidarity
The event aimed to demonstrate how influential people and institutions could use their platforms to encourage a wider public response to hate.
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people → aim → hate
Why the $32 million fundraising total matters
The more than $32 million raised at the gala represents a major fundraising milestone for the organisation.
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million → matter → organisation
According to its official announcement, the proceeds will support the continued expansion of its programmes, including its Command Center technology and analytics, national media and advertising campaigns, and initiatives such as Stand Up Sunday and the Unity Dinner series.
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proceeds → accord → Stand
The organisation’s Command Center supports its research and data-driven work, while its media campaigns seek to reach audiences through familiar cultural platforms.
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campaigns → support → platforms
Its strategy reflects the belief that awareness alone may not be enough to change behaviour, and that accessible messages can help encourage people to intervene when they encounter antisemitism or other forms of prejudice.
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they → reflect → prejudice
The gala also followed the organisation’s Stand Up Sunday initiative, conducted in partnership with the Appeal of Conscience Foundation.
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gala → follow → Foundation
The initiative brought together more than two million Americans from different faith communities in a nationwide expression of solidarity against antisemitism and religious hate, according to the alliance.
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initiative → bring → alliance
Super Bowl advertisements help spread its message
One of the organisation’s most visible strategies has been using major sporting events and popular culture to bring the fight against antisemitism to a broader audience.
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One → help → audience
Its Super Bowl advertisements have helped introduce the blue square campaign to millions of viewers beyond traditional community networks.
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advertisements → help → networks
A 2024 advertisement featured a former speechwriter for Martin Luther King Jr. encouraging viewers to stand up to antisemitism.
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speechwriter → feature → antisemitism
In 2025, a commercial featuring Brady and rapper Snoop Dogg broadened the message to opposition to hate of all kinds.
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commercial → feature → kinds
A subsequent campaign, titled “Sticky Note”, depicted a Jewish student facing bullying and a Black classmate covering an antisemitic slur on his backpack with a blue square.
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campaign → title → square
The campaigns reflect Kraft’s stated belief that confronting antisemitism can also help build resistance to other forms of prejudice.
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confronting → reflect → prejudice
The alliance has sought to turn the blue square into a recognisable symbol that people can wear, share and use to demonstrate support.
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people → seek → support
A broader coalition against hate
The gala’s fundraising achievement comes amid continuing concerns about antisemitism in the United States.
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achievement → come → States
The Anti-Defamation League recorded 9,354 antisemitic incidents nationwide in 2024, its highest annual total since it began tracking such incidents 46 years ago.
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it → record → incidents
For the Blue Square Alliance, the challenge is to turn public attention and financial support into sustained engagement.
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challenge → turn → engagement
Its work extends from awareness campaigns to educational initiatives and partnerships designed to encourage people from different backgrounds to stand against discrimination.
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work → extend → discrimination
The October 21 gathering brought together prominent figures from several sectors around that objective.
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gathering → bring → objective
With more than $32 million raised in one night, the organisation now has additional resources to expand its campaigns and partnerships.
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organisation → raise → campaigns
The longer-term measure of success will be whether that investment helps more people recognise prejudice, challenge antisemitism and take action against hate in their communities.
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people → help → communities
The Aporia
