‘Born to Be a Yid’ Campaign Fights Antisemitism With Pride in NYC

Organizers have already reserved billboard locations in Florida and hope to expand the campaign to other U.S. cities.

By Shula Rosen

Chabad-Lubavitch has launched a billboard campaign across New York City encouraging Jews to embrace their identity openly, saying the effort is meant to inspire pride at a time when many American Jews say they feel increasingly unsafe because of rising antisemitism.

The campaign, called “Born to Be a Yid,” features images of joyful Jewish life.

One billboard shows children wearing yarmulkas and tzitzit playing together, while another depicts a bride and groom celebrating beneath a chuppah.

The advertisements direct viewers to Chabad.org/JewishAndProud, where visitors can learn more about Judaism and Jewish identity.

The billboards have been installed overlooking the Third Avenue Bridge and the FDR Drive and near Staten Island Borough Hall and the St. George Ferry Terminal. A digital version is also set to appear in Times Square.

Rabbi Motti Seligson of the Chabad-Lubavitch Media Center, who directed the campaign, said organizers wanted to focus on confidence rather than fear.

“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.”

He said the campaign is aimed primarily at fellow Jews.

“We’re speaking privately to fellow Jews, and we’re happy for others to listen in,” Seligson said. “When they do, they see Jews who are proud of themselves. That earns respect.”

The campaign was created by copywriter Avi Webb and designer Chana Snyder. Organizers said an anonymous donor provided about $200,000 for the billboard campaign, while businessman Yossi Popack and Chabad of the United Arab Emirates also helped develop the project.

Organizers have already reserved billboard locations in Florida and hope to expand the campaign to other U.S. cities.

The launch comes as Jewish organizations report rising antisemitism in New York City and across the United States following Hamas’ Oct. 7, 2023, attack on Israel and the war in Gaza.

Antisemitic hate crimes account for a majority of reported bias crimes in New York City, rising 71% compared with the previous year. Although Jews make up about 10% of the city’s population, they are the victims in more than 60% of confirmed hate crimes.

Recent surveys also suggest the climate has changed how many American Jews express their identity.

Between 40% and 42% say they avoid wearing or displaying Jewish symbols in public, about 32% avoid revealing their Jewish identity online, roughly 23% have skipped Jewish events because of safety concerns, and more than 55% say they feel less safe in the United States than they did the previous year.