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

Chabad has launched a new billboard campaign across New York City titled "Born To Be A Yid," aiming to counter antisemitism with Jewish pride and joy. The campaign, directed by Rabbi Motti Seligson, features images of a Jewish wedding and children, accompanied by the message "Born To Be A Yid" and Chabad.org/JewishAndProud. Seligson explained that the photos were chosen for their "immense, beautiful, and positive energy," emphasizing confidence and joy over fear. The initiative is inspired by Rabbi Lord Jonathan Sacks's insight, attributed to the Rebbe, Rabbi Menachem M. Schneerson, that "Non-Jews respect Jews who respect Judaism." Chabad plans to expand the campaign to other U.S. cities, including Florida, and intentionally uses the Yiddish word "Yid" to speak to fellow Jews while demonstrating pride to others. Seligson noted, "Don't organize Jewish life around the haters. Build something so joyful, so strong, that the hate doesn't matter anymore."