Communities across British Columbia gathered for Hanukkah, including in Vancouver, shown here, and in Delta, Maple Ridge and Whistler. (photo by Caryl Dolinko)
At moments of heightened threat, the instinct to pull inward is natural. Jewish history gives us many reasons to do so. Too often, the dominant public stories about Jewish life are stories of persecution, expulsion and death. Our museums, memorials and education efforts rightly preserve these memories. They matter. But they are not the whole story of who we are.
When those narratives stand alone, they can unintentionally cast Jews primarily as victims rather than as a living people defined by courage, creativity, resilience and contribution. At a time when antisemitism is rising, that framing matters – not only for how others see us, but for how we show up ourselves.
This question – how to respond without retreating – was at the heart of months of work by an antisemitism task force convened by the Jewish Federation of Greater Vancouver. Confronting antisemitism cannot rely solely on crisis response. We must, of course, put out fires when they arise. But we must also plant trees – investing in long-term efforts that cultivate allyship while celebrating Jewish life itself, strengthening joy, pride and confidence.
Bringing this approach into being at Hanukkah was not just timely, but strategic. Hanukkah tells a story that stands in contrast to narratives of Jewish victimhood. It is a story of bravery and resistance, of strength and victory against overwhelming odds, of miracles made possible through human action. It is about light that is meant to be seen – placed in windows, carried into public space.
Strong brands matter. They shape perception. They create familiarity and emotional safety. They allow people to connect through shared values and comfort. That is why the Jewish Federation chose not simply to celebrate Hanukkah this year, but to brand it. Brighten BC is a province-wide initiative designed to combat antisemitism through confident visibility and deeper integration into shared civic life.
Over eight nights, nearly 70 public Hanukkah events took place across close to 30 communities throughout British Columbia, a community of about 40,000 Jews. Menorahs were lit in town squares, at local fire halls and other civic sites. Neighbours, first responders, municipal leaders and community partners gathered alongside Jewish families. The City of Vancouver proclaimed the week Brighten BC Week. Destination Vancouver listed Brighten BC celebrations on its “Attractions and Things to Do in Vancouver” webpage. Online, the campaign reached about 19,000 people through #BrightenBC. Initiatives like the Best Hanukkah Donut Contest – engaging nearly 400 participants – reinforced the campaign’s tone: joyful, human and easy to join.
On the first day of Hanukkah, the Jewish world was shaken by the violent attack at Bondi Beach in Australia. But the tragedy did not redefine Brighten BC – it tested it. That morning, event registrations surged across the province as community members and allies chose presence over retreat. Security protocols were immediately elevated, with police and fire departments becoming operational partners to ensure gatherings could proceed safely and openly.
On the first night of Hanukkah, communities gathered across British Columbia, including at the Silber Family Agam Menorah, on the grounds of the Vancouver Art Gallery, the same site where extremists had burned the Canadian flag on the first anniversary of Oct. 7. Gathering there was not an act of provocation. It was an act of belonging.
The Lubavitcher Rebbe taught, “A little light dispels a lot of darkness.” This Hanukkah, we didn’t just celebrate. We invited, we aligned, we showed up. We chose light – and invited others to stand in it with us.
The next phase of this work is about identifying other widely recognized, positively associated cultural moments that can serve as platforms for shared celebration and connection – moments with strong emotional resonance, public expression and low barriers to participation.
– Courtesy Jewish Federation of Greater Vancouver