A new YouTube channel

Today Unpacked

Rising above the noise and taking a stand on Israeli and Jewish current events

About the project

The Today Unpacked YouTube channel answers the need for non-partisan clarity in a hyper-partisan world. Offering context and perspective on the breaking news cycle of Israel and Jewish current events, the channel’s short videos offer thoughtful analysis, balanced discourse and honesty.

The channel invites viewers on a journey beyond narrow echo chambers to reach nuanced insights on the Jewish community’s shared identity, Israel and Zionism.

From the contentious debate behind the protests on judicial reform in Israel, to finding the “truth” in George Santos’ conflicting Jewish narratives, the channel leans into the moment – gaining vital algorithmic traction on YouTube to drive reach and impact.

Don’t take our word for it!

"Really love this - thanks for defining the essence of what it means to be Jewish. No wonder Santos wanted to be one of us!!"
– YouTube viewer
"Great video. You made an important but dry topic like democratic mechanisms interesting and your points at the end need to be said more in every political debate."
– YouTube viewer
"Very much appreciate this nuanced approach to thinking about the significance of Ben Gvir’s Temple Mount visit"
– YouTube viewer

This project includes the weekly production and release of a video on the Today Unpacked channel and in a weekly newsletter. Video content will also be released on the Unpacked social media channels.


Goals of the channel

  • Our objective is to deliver clarity, calm and perspective amid the noise of the Jewish and Israel news cycle by recapping the news and giving a key takeaway of the bigger picture
  • Each video on a particular news item will solve a pain point
  • Provide the broader Jewish world, and specifically our target market of 18-34-year-olds, with a credible and reliable place they can tune in to get a meaningful education in a quick and coherent way, which is both Zionist and non-partisan
  • Ensure teachers have credible media content to share with students along with prompts to guide conversation in a non-partisan way

KPIs for the channel

Two videos to launch monthly

Average of 10,000 views per video by end of year one

55% of views are from 18-34-year-olds

2,500 subscribers within first six months of channel launch

Support this project today

Get in touch with our team for updates on the development of Today Unpacked and for recognition opportunities. 

Contact Us

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