Chabad has launched a new billboard campaign, titled “Born To Be A Yid,” aiming to confront Jew-hatred with Jewish confidence and joy.
At the heart of the new campaign is a message by the late Rabbi Lord Jonathan Sacks: “Non-Jews respect Jews who respect Judaism.” This insight, which Sacks credited to the Rebbe, Rabbi Menachem M. Schneerson, argues that the most powerful response to Jew-hatred is not to engage with the haters, but to invest in strengthening Jewish identity and Jewish life itself.
Chabad-Lubavitch’s new campaign puts this idea into practice.
Now displayed on billboards at high-traffic locations across New York City are two images: the first is of a Jewish couple under the chuppah, with the groom stomping on a glass; and the second is of two Jewish children in yarmulkes and tzitzit, playing and laughing together.
Both images feature the words Born To Be A Yid above, with Chabad.org/JewishAndProud below.
The campaign was directed by Chabad spokesman Rabbi Motti Seligson of the Chabad-Lubavitch Media Center and Chabad.org.
“The public knows all too well about the challenges we face,” Seligson said. “We wanted to go in a different direction, one that is confidence-inducing and joyful. No one needs another billboard telling them how scared they should be. What we need is something that puts a smile on someone’s face and has them walking a little taller.”
The hope is to expand to other areas of the US. “We already have billboards reserved in Florida, and we’re looking for more partners who would like to bring this campaign to other cities across America,” said Seligson.
Seligson also spoke of the use of the Yiddish word “Yid”, which he said was an intentional means of “speaking privately to fellow Jews.”
“We are happy for others to listen in. And when they do, they see Jews who are proud of themselves, and that earns respect.”
“Don’t organize Jewish life around the haters. Build something so joyful, so strong, that the hate doesn’t matter anymore. And it’s how you fight darkness, with light.”
Source:
www.jpost.com
