Chabad launches ‘Born to Be a Yid’ billboards promoting Jewish pride

Chabad-Lubavitch has launched a new billboard campaign across New York City called “Born to Be a Yid,” aimed at fostering Jewish pride rather than focusing on antisemitism or security concerns. The billboards feature images of Jewish life, such as a bride and groom under a chuppah, and direct viewers to Chabad.org. Chabad spokesman Motti Seligson stated, “No one needs another billboard telling them how scared they should be,” emphasizing a shift towards a “confidence-inducing and joyful” message. The campaign, funded by an anonymous donor, deliberately uses the Yiddish word “Yid” to reclaim it as an expression of pride. Future plans include a Times Square digital billboard and expansion to other cities like those in Florida.