La’ad Canada was started as an answer to the current landscape of Jewish advocacy organizations. Our philosophy is fundamentally different from other advocacy groups, as is our target audience.

Our primary focus is on building Jewish identity, and every project we undertake has that directive at its core. From our ‘Israel Indigeneity’ project, to our resources for parents and families, our goal is to strengthen Jewish identity for generations to come.

Examining the other advocacy groups around, it becomes obvious that there is an important gap. There are great organizations representing students, and fantastic work being done for baby boomers… but nothing in between. La’ad was started as a way to give Jewish millennials a voice.