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Chabad launches 'Born to Be a Yid' billboard campaign across New York City

From Jerusalem Post · () English

Summarized and contextualized by DistantNews.

At a glance

News Named sources New plan
  • Chabad has launched a new billboard campaign in New York City titled 'Born To Be A Yid' to counter Jew-hatred with Jewish pride and joy.
  • The campaign features messages from the late Rabbi Lord Jonathan Sacks, emphasizing that non-Jews respect Jews who respect Judaism.
  • Billboards display images of Jewish life, such as a wedding and children playing, with the aim of inspiring confidence and pride among Jews, with plans to expand to other US cities.

Chabad has initiated a new billboard campaign across New York City, branded 'Born To Be A Yid.' The campaign aims to confront rising Jew-hatred by promoting Jewish confidence and joy, shifting the focus from challenges to celebration.

Non-Jews respect Jews who respect Judaism.

— Rabbi Lord Jonathan SacksA core message featured in Chabad's 'Born To Be A Yid' campaign.

Central to the campaign is a message from the late Rabbi Lord Jonathan Sacks, who stated, "Non-Jews respect Jews who respect Judaism." This insight, attributed to the Rebbe, Rabbi Menachem M. Schneerson, suggests that the most effective response to antisemitism is not direct engagement with haters, but rather strengthening Jewish identity and communal life. Chabad-Lubavitch's campaign puts this philosophy into practice.

Billboards are displayed in high-traffic areas, featuring two distinct images: one of a Jewish couple during a wedding ceremony with the groom stomping on a glass, and another of two Jewish children joyfully playing. Both images are accompanied by the text "Born To Be A Yid" and direct viewers to "Chabad.org/JewishAndProud."

The public knows all too well about the challenges we face. 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.

— Rabbi Motti SeligsonCampaign director explaining the positive and confidence-building approach of the 'Born To Be A Yid' campaign.

Rabbi Motti Seligson, director of the campaign and spokesman for the Chabad-Lubavitch Media Center, explained the campaign's joyful and confidence-inducing approach. "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," he said. "What we need is something that puts a smile on someone's face and has them walking a little taller." Chabad hopes to expand the campaign to other US cities, with billboards already reserved in Florida and actively seeking more partners.

speaking privately to fellow Jews.

— Rabbi Motti SeligsonCampaign director explaining the intentional use of the Yiddish word 'Yid' in the campaign.

Seligson also noted the intentional use of the Yiddish word "Yid" as a way of "speaking privately to fellow Jews." He added, "We are happy for others to listen in. And when they do, they see Jews who are proud of themselves, and that earns respect." The campaign's underlying message is to "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."

We are happy for others to listen in. And when they do, they see Jews who are proud of themselves, and that earns respect.

— Rabbi Motti SeligsonCampaign director on the broader impact of the 'Born To Be A Yid' campaign.
DistantNews Editorial

Originally published by Jerusalem Post. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

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