FCNJ-LifeTown’s Instagram Surges Past 20K Followers
Viral Collaborations Drive Unprecedented Demand for Programs
Friendship Circle and LifeTown have long been recognized for fostering an inclusive community—but now, that message is reaching millions far beyond their walls. With their Instagram page surpassing 20,000 followers and amassing millions of views, LifeTown has seen a surge in visibility, thanks to high-profile collaborations with content creators who share their passion for inclusion.
This explosion in engagement is the result of a deliberate effort to connect more people with LifeTown’s mission, according to Toba Grossbaum, Executive Director of LifeTown.
“Just 18 months ago, we had about 1,200 followers. But we recognized the importance of sharing what happens at LifeTown with the larger community, so we set a goal of reaching 5,000 followers. This effort has far surpassed any of our dreams, and we will continue expanding our reach to help even more participants and families experience the joy of inclusion,” said Grossbaum.
This social media momentum began with strategic partnerships that set the stage for what would become a viral movement. Early collaborations with MotherCould, ThatJewishFamily, NJ Devils and Meaningful Minute introduced LifeTown to diverse audiences—from young parents looking for engaging activities to sports fans and faith-based communities. These partnerships helped establish LifeTown’s authentic storytelling approach, demonstrating the joy, independence and inclusivity at the heart of every program.
Building on this foundation, a viral reel by Kidsfind skyrocketed LifeTown’s reach. Kidsfind, known for spotlighting top family-friendly destinations, featured LifeTown Shoppes, an interactive streetscape where children practice real-world skills. The reel quickly became LifeTown’s most popular video, with nearly 1 million views and over 33,000 likes, introducing thousands of new families to LifeTown’s unique and immersive programming. Almost overnight, demand for events like Open Shoppes and Family Fun skyrocketed, with sessions filling up faster than ever before.
The momentum didn’t stop there. Influencer Ariel.Loves further amplified LifeTown’s message by sharing her family’s firsthand experience at the Shoppes. Her genuine, heartfelt storytelling gave her audience a window into the joy and inclusivity that define LifeTown. Her post resonated deeply with families looking for meaningful, engaging experiences for their children, driving even more excitement and engagement around LifeTown’s offerings.
Creators like Mginfocus stepped in and elevated the storytelling, capturing the energy and wonder of LifeTown’s Chanukah Drone Show with cinematic, high-quality visuals that kept audiences engaged. At the same time, Chabad.org, one of the largest Jewish educational platforms, extended LifeTown’s reach even further, spreading awareness about their life-changing events to a global audience. Their collaboration ensured that LifeTown’s message of inclusion, joy and support reached beyond social media trends and translated into meaningful, real-world impact.
With these powerful collaborations, the results have been undeniable. LifeTown’s programs, once primarily known in their local community, are now in higher demand than ever—with events selling out in record time, new families eager to participate, and volunteers stepping up to be part of the movement. What started as a series of partnerships has become something much bigger—a digital movement that is reshaping how people see inclusion, one viral video at a time.
As LifeTown looks ahead, it’s clear that this is just the beginning. By continuing to collaborate with passionate storytellers, creators and organizations, LifeTown isn’t just growing its audience—it’s strengthening its mission. With every shared story, video and event, they are ensuring that every child, every family, and every individual feels valued, included and celebrated.
