Mission
I’m That Jew
Owning your identity is power. Owning it openly is change.
It starts from within—embracing who you are as a Jew. But the real impact happens when you take that pride outward. When more of us stand up and say, I’m That Jew, we don’t just strengthen ourselves—we strengthen each other. We build real community, forge strong bonds, and bring in like-minded allies who see us standing tall.
That’s how narratives shift. That’s how we reclaim our story. That’s how we drive real
change—whether it’s sending our kids to Jewish schools, traveling to Israel, showing up at rallies, or holding leaders accountable on antisemitism.
By creating a forever narrative—one rooted in pride, resilience, and visibility—we ensure the world knows who we are and what we stand for. Always. When we own our story at the individual level and together as a community, we shape the future.
I’m That Jew
The original video
In October 2015, Eitan Chitayat made a video about what it means to be Jewish. He called it I’m That Jew and posted it on Facebook. Then, boom—it took off. Over 15 million views later, it was clear he had struck a nerve (in the best way possible).
What started as a personal declaration became a full-blown movement. I’m That Jew has been featured on News Nation with Chris Cuomo, Sky News Australia with Erin Molan, and covered by Variety, The Times of Israel,
and more, racking up almost 300 million views. Today, with antisemitism surging and Jews worldwide under fire, I’m That Jew isn’t just about identity and pride—it’s also about power. When we own our identity out loud, we strengthen ourselves, our communities, and our collective voice.
This isn’t just a statement—it’s a stand. At its heart, I’m That Jew is Eitan Chitayat’s love letter to being Jewish, and like any good Jewish story, it’s got staying power. And it’s only just begun.
Meet Eitan Chitayat
Meet Eitan Chitayat
Eitan Chitayat is a storyteller, brand builder, and global citizen. As the founder of the Natie Branding Agency in Tel Aviv, he’s been helping shape brands and tell their stories for over 25 years.
He’s lived in Hong Kong, London, New York, Boston, and Tel Aviv, working with clients like Google, Apple, Facebook, and YouTube. Alongside global giants, he’s also proudly developed branding for industry-agnostic clients both big and small, along with Israeli and Jewish organizations like The Jewish Agency for Israel (under Natan Sharansky), IsraAID, the Auschwitz Jewish Center Foundation, and more.
In 2015, Eitan created and shared the video “I’m That Jew”, which has been viewed over 15 million times across platforms and exhibited at the Museum of the Jewish People. He also delivered a TEDx Talk
in Zurich about the project, further amplifying its message of Jewish identity and pride.
Since October 7, 2023, Eitan has poured all of his creative and entrepreneurial energy into reclaiming the Jewish narrative and fighting the relentless spread of antisemitism and Jew hate everywhere. Starting with the Jewish individual, his vision is to to empower every Jew to embrace their identity openly, confidently, and with pride, knowing they are part of a strong, resilient community.
Eitan’s commitment has earned him recognition, including the Voices of Iron Award at the Knesset, along with 50 other international advocates, for his dedication to defending the Jewish Nation’s truth during the Swords of Iron war. With almost 300 million views of his work online, his impact continues to grow from Israel, where he lives with his wife and two kids.
Love and share
Our mission goes beyond self-affirmation—it’s about making, shaping, and sharing stories that matter. From social to broadcast to in-person, we’re crafting bold, truthful narratives that stick.
I’m That Jew
We're all different. Here's to Jewish humanity and diversity and letting the world know who we are.
Star of One
A viral animation that resonated across the Jewish world, capturing the essence of the Jewish people.
Your Doorstep
What would you do if Hamas and Hezbollah were on your doorstep—waiting, watching, and armed?
Jewish Students
Noah, Arielle, Yasmeen, Nathan, and Ava—Jewish students fighting antisemitism with strength and resolve.
Want to know more?
FAQs
What is I’m That Jew?
I’m That Jew is a movement built to empower Jews to own their identity openly and unapologetically. Through storytelling, events, social media, and creative campaigns, we amplify the truth about who we are, push back against antisemitism, and remind the world (and ourselves) of our strength, resilience, and contributions.
Why was I’m That Jew created?
It started as a viral video in 2015, created by Eitan Chitayat, in response to a close friend who expressed her fear of being openly Jewish. Also at a time of rising antisemitism and the constant distortion of Jewish identity. The overwhelming response—15+ million views and a global wave of support—proved something big: Jews everywhere were ready to reclaim their story. Today, I’m That Jew is growing into a movement that does just that.
Is this just about Jewish pride?
Jewish pride is just the beginning. I’m That Jew is about visibility, strength, and action. When we stand tall in our Jewish identity, we don’t just empower ourselves—we build community, forge bonds with allies, and create real change. This isn’t just about feeling good; it’s about shifting perceptions, mobilizing activism, and ensuring Jewish voices are heard where they matter most.
What does I’m That Jew actually do?
We create and share content that tells the truth about Jews—our history, our values, and our impact on the world. We organize events, social media campaigns, and initiatives that unite and energize the Jewish community and its allies. Whether it’s producing films, highlighting Jewish achievements, pushing back against misinformation, or supporting grassroots activism, I’m That Jew is about making Jewish identity loud, proud, and impossible to ignore.
How can I get involved?
There’s no one way to be That Jew—but it starts with speaking up. Share our content, engage in conversations, attend our events, and use your voice wherever it matters. Whether you’re amplifying our message online, organizing local initiatives, or just living your Jewish identity boldly, you’re part of the movement.
How can I support I’m That Jew?
Right now, the best way to support I’m That Jew is to spread the message—own your Jewish identity, share our content, and encourage others to stand tall with us. This movement thrives on visibility, engagement, and community.
We also deeply appreciate financial support, which helps us continue creating impactful content and programming. If you’d like to contribute, please visit our Donate page.
How can I help I’m That Jew secure grants and major gifts?
If you know of foundations, grant opportunities, or individuals who may be interested in supporting I’m That Jew, we’d love to connect. As we grow, securing funding will be key to expanding our reach and impact.
Please complete the form on the Contact page to discuss potential opportunities. Your support helps ensure that Jewish identity stays strong, visible, and unshakable.