An unusual video is circulating on Twitter. It shows ultra-Orthodox singers singing, “We must win,” a jingle encouraging viewers to vote for the United Torah Judaism (UTJ) party in the upcoming election. Even more surprisingly, this video is not the only one being shared by the ultra-Orthodox party on social networks.
Until this election campaign, UTJ had stuck with its campaign approach, ignoring social media. It ran ads in party-affiliated newspapers and on street posters in ultra-Orthodox neighborhoods. The posters may have gone from black and white to colorful graphic design on shiny paper, and the wording is now honed by professional publicists, but the principle had remained unchanged.
