Tel Aviv restaurateur James Oppenheim has tried to change the messaging of the Hostages and Missing Families Forum from 'Bring Them Home Now' to 'Let Them Go Now.' Oppenheim believes that the focus should be on Hamas, the terrorist organization responsible for the hostage situation, rather than solely on the Israeli government. He created a new tagline and raised money for billboards and electronic signs to spread his message, but was unable to convince the Hostages Forum to adopt his messaging. Oppenheim believes there is a lack of alignment between the Forum and potential allies in the US, such as Christians and members of the LGBTQ+ and Black communities.