Under the leadership of Allison Josephs, Jew in the City reverses negative associations about religious Jews by highlighting an approach based on kindness, tolerance, sincerity, and critical thinking and makes engaging and meaningful Orthodox Judaism known and accessible. Jew in the City is reshaping the way the world views Orthodox Jews and Judaism. Their team publicizes the message that Orthodox Jews can be funny, approachable, educated, pro-women and open-minded—and that Orthodox Judaism links the Jewish people to a deep and beautiful heritage that is just as relevant today as it ever was.