Young adult and student activities provider, Jeneration, is relaunching to brand itself as an explicitly Reform movement project and will prioritise programmes for mixed-faith couples.
Although Jeneration has always been funded by the Movement for Reform Judaism, MRJ chief executive Ben Rich said it had deliberately not been marketed as a Reform venture.
"When we started Jeneration, five years ago, research showed that young people didn't want to be affiliated - they wanted to pick and mix - so we didn't brand ourselves as Reform. Now there are many cross-communal programmes and grass-roots minyanim which do that and MRJ do not have a student and young adult programme.
"Reform Judaism has an attractive values base for modern Jews and we want to help students and young adults to understand this, while at the same time supporting those who already define themselves as Reform Jews."
Jeneration director Jude Williams explained that it would "continue to work on campus, strengthening the learning, pastoral support and egalitarian minyanim that Reform and Reform-minded students want.
"Jeneration will also be working with young adults, supporting them in building communities that appeal to them, as well as partnering with our Reform synagogues to connect and attract young adults to their communities."
Jeneration has run many events for mixed-faith couples and in the coming year plans an Israel tour, workshops on organising a mixed-faith wedding and a residential weekend.
There will also be Rabbi Jonathan Romain's annual seminar, "I'm Jewish My Partner Isn't".