The Jewish Federation of L.A. is fighting antisemitism with billboards all over the city ... and the org.'s CCO believes it can help thwart the proliferation of hate.
Rob Goldenberg joined us on "TMZ Live," telling us all about his org.'s new campaign -- focusing on harmony and love, while looking to shut down hate toward Jewish people.
He underscores the negativity's ramped up in recent years, and believes now's the time to bring positivity into the equation.
FYI -- the Federation's billboards use ancient Jewish texts as inspirational messages .