Mimicking a news-sharing custom common among ultraorthodox Jewish communities, two Penn Nursing students created and placed large posters around a Jerusalem neighborhood, deriving content from a mystical technique that assigns a numerical value to each Hebrew letter.

…They used their background and what they’ve learned in nursing school to create an outreach program promoting the measles vaccine geared at an ultra-religious Jewish group called Haredi. Because many in that community get their news from black-and-white posters called ‘pashkevilim’ hung around the neighborhood, the Penn students decided to make one. 

….“From our fieldwork, we learned that, especially in insular communities, it’s important to understand what they value. This is something they place high value on.” 

Using gematria, they calculated a numerical value of 500 for the Hebrew word for “measles,” then looked for other words and phrases with the same value. They came up with the Biblical phrase for “spiller of blood.” 

Embracing a community’s practice to promote the measles vaccine | Penn Today

Very cool.