A book launch, an award and a call for chairs

Almost 300 people attended Central Synagogue in Bondi on August 20 for the launch of psychologist and author Erica Frydenberg’s most personal book, at an event presented by the Sydney Jewish Museum.

Do Not Forget Me Street: Remembering the Budapesti Schindlers is the 20th book Frydenberg has published, and honours those – including her own uncle – who risked their lives in Hungary during the Second World War to save Jews.

Introduced by her son, former treasurer Josh Frydenberg, she was interviewed by journalist and author Michael Visontay before taking questions from the audience.

Erica Frydenberg spoke about her family history, the combination of courage and luck that ensured her survival, her life as a young immigrant to Australia, and the psychology of the bystander, the upstander and the survivor.

The welcome was given by the museum’s new director of engagement Ariella Green, and the vote of thanks by board member Steven Milch.

Meanwhile, the Sydney Jewish Museum has won a 2026 Mumbrella Advertising Award for design and visual craft for InCommon, a TikTok campaign aimed at introducing Jewish culture to Gen Z.

The campaign was built on the premise that most Australians have never met a Jew, with the community making up 0.2 per cent of the population, and on research showing connection with a minority group reduces prejudice towards it.

InCommon created a limited range of products repackaging Jewish traditions: a classic Australian sandwich made with challah, Shabbat candles in neon colours, a havdalah spice roll-on perfume, an apple and honey cocktail, and a vinyl remix of ancient Jewish music. These were sent to TikTok influencers to unbox and explain to their followers.

In six weeks it reached 5.4 million Australians and recorded 85 per cent positive sentiment across all comments, with a 10 per cent increase in the number of 18 to 34-year-olds who said they saw similarities between themselves and Jewish people.

The campaign was spearheaded by the museum’s head of marketing Ilana Gertskis and created with the Dor Foundation, with support from TikTok and creative work by Howatson and Company.

“By giving young people something to love, we dismantled prejudice in a way that felt fresh, inclusive and fun,” Gertskis said.

“We didn’t tell them why hate is wrong. Rather we showed them why Jewish culture is remarkable.”

The museum described the campaign as a limited test run with the potential to continue as a self-funding social enterprise.

The museum is also calling on the community to donate objects for its forthcoming exhibition B’teavon: Jewish Food, which explores Jewish food culture and the ways people gather around the table.

Curators are seeking individual dining chairs in eclectic styles that capture the character of the homes and gatherings they came from, for a communal table in the museum’s cafe with interactive display features.

“We are also looking for a diverse mix of table and serving ware such as challah boards and covers, kiddush cups, serving bowls and utensils and candle sticks – such as used for Shabbat dinners and festivals,” Green said.

She noted the items would be glued or screwed to the table and handled by visitors. “Nothing too precious please.”

Details: sydneyjewishmuseum.com.au