The Robert & Dorothy Ludwig Schenectady JCC became well known for their "million likes" photo that went viral in less than 48 hours. The photo showed three of its camp staff holding a sign that said "Our boss said that if this picture gets 1,000,000 likes that our summer camp can get an outdoor movie screen." In less than a week the picture received over 300,000 likes and it was one of the most successful uses of social media ever by a JCC.