What Moses can teach Madison Avenue

A new Chabad-Lubavitch billboard campaign in New York City aims to inspire Jewish pride rather than focus on antisemitism. The billboards feature images of Jewish life, such as a wedding and children playing, with the slogan "Born to Be a Yid." Rabbi Motti Seligson, the campaign's director, stated, "No one needs another billboard telling them how scared they should be." This approach aligns with the philosophy of the Rebbe, Rabbi Menachem Mendel Schneerson, who, despite personal experience with antisemitism, emphasized filling Jews with light and confidence. The article draws a parallel to Moses's farewell address in the Torah, where he chose to uplift and encourage the Israelites rather than rebuke them, even after 40 years of their complaints. The campaign seeks to foster "unconditional love" among Jews, believing that pride and confidence will help overcome fear and address issues like antisemitism more effectively than fear-based messaging.