USC Annenberg adjunct professor Gary Wexler wrote an op-ed for the Jewish Journal about an ad campaign urging Israelis to return home that has come under fire. Wexler wrote the problems with the campaign are wrong marketing strategies and wrong implementation. The Ministry of Absorption, the agency responsible for the ads, wanted a magical, instant solution, according to Wexler. "Did they really think that 30-second commercials alone could convince people to pick up their lives and move back to Israel?" Wexler wrote. The pressure for instant results causes people to reach for magic, but Wexler explained there is no quick fix for an issue with such complexity. "Issues and causes, and the nonprofits or government entities that make them their mission, are complex organisms reflecting the soul of a society," Wexler wrote. "And their marketing needs to reflect that complexity." Wexler acknowledges the Ministry is right in wanting to market and raise funds for its cause, but will continue to waste money until it "get[s] serious and open themselves to the complex discipline of nonprofit marketing." Read the article here.