Uncategorized
Chabad women come together once a year in person. The rest of the time, there’s Instagram.
(JTA) — The first post on Rivky Hertzel’s Instagram account — which she and her husband signed up for last year ahead of a planned move to Zambia — depicts a classic Chabad activity: a mock matzah bake for children that the couple organized in Lusaka, the country’s capital, ahead of last Passover.
But like many Instagram posts, the cheerful photo didn’t exactly tell the whole story:
The kids’ chef hats were made out of paper, their aprons were made out of garbage bags, and their rolling pins were actually the detached handles of toilet plungers — wrapped in Saran Wrap — that Hertzel picked up on the fly at a local store when she realized she was short on baking supplies.
Only after the bake was done did Hertzel, 22, reveal the origins of the “rolling pins.” Much to her relief, the kids’ parents had a good laugh about it.
And months later, in a “Throwback Thursday” post, Hertzel shared a photo of the deconstructed toilet plungers themselves. The red ends of the plungers sat in rows next to the separated handles.
“What do you think we used the plungers for?” she wrote. One viewer responded, “Moshe’s staff.” Another wrote, “As a plunger:).” She then revealed that they were rolling pins, to her followers’ delight.
“I have friends in Alaska and in New York and anywhere else, and I think they were excited and kind of inspired by that,” Hertzel told the Jewish Telegraphic Agency. “When you’re living in New York, what are you thinking about Jewish kids in Africa? No one’s thinking about it. They were inspired by the lengths that we were willing to go to make a special Jewish experience for kids.”
Hertzel’s experience is an example of the increasingly significant and versatile role Instagram is playing in the lives of Chabad’s women emissaries, known as shluchos. Nearly 4,000 shluchos gathered this past weekend for a conference that concluded with a massive gala dinner at a New Jersey convention center. But during the rest of the year, many of the emissaries live without a robust local Orthodox support system, often taking the lead in organizing Jewish activities in far-flung locales with few, if any, other observant Jews.
To fill that gap, some have turned to Instagram as a vehicle to document both their work and personal lives. And as a younger generation of emissaries begins taking up posts around the world, the way they portray their Jewish outreach cuts across Instagram’s many vibes. Some stick to curating a beautiful photo grid, while others use the platform to broadcast the messier parts of raising a family while running a Jewish community. Some keep their accounts private, viewing social media primarily as a way to reach friends and relatives across the globe.
“There’s so many wonderful, beautiful things that social media can be used for,” said Chavie Bruk, the Chabad emissary in Bozeman, Montana. “The more we can talk about the day-to-day struggles and the day-to-day life and the not-glorified part about being a shlucha, I feel like it just creates community and comfort and support.”
Bruk, 38, has been on Instagram for about 10 years, and started using it regularly about three years ago. Her Instagram is a combination of colorful family photos on the permanent grid, and front-camera facing 24-hour stories where she “doesn’t sugarcoat things” about her life as parent to five adopted children, one of whom is Black and another has a seizure disorder, living in a mostly rural state with only 5,000 Jews.
On Wednesday, she posted a story about a blockage in the septic tank of her house, which is not connected to the city sewer system.
“This has been two days of trying to figure out where is the blockage and they cannot figure it out,” Bruk says in the video. “And we’ve tried everything. Which means we haven’t really been able to use a lot of water in the house. So now it means that we have to get a backhoe. We’re very lucky that our neighbor has one. So Montana!”
Until the blockage is found, Bruk says in the video, her family has to limit their consumption of water.
“I show up how I am,” Bruk told JTA. “Just because you’re doing something really awesome and just because you even love what you’re doing, doesn’t mean it’s not going to be hard.”
She added, “My parents’ generation, there wasn’t room for that. There wasn’t room for expressing hardship. I think [in] that generation, the shluchos were looked at as superhuman. They just were able to pull it all off without their hair being ruffled… We need to embrace that and really be like, ‘You know what? No. We’re shluchos, we do amazing things. We do things that are superhuman, but we’re not superhuman.’”
Other emissaries use Instagram as a way to broadcast a fashionable version of themselves in an effort to connect with young Jews. Emunah Wircberg, 31, a shlucha and director of a Philadelphia art gallery called Old City Jewish Arts Center, is also a fashion blogger. Wircberg and her husband Zalman primarily serve Jews in their 20s and 30s, and they usually meet at the gallery for art-themed social events, networking opportunities and chic Shabbat dinners.
Wirchberg’s Instagram is largely beige, black and white, showing off her modest style of silky skirts layered with chunky knits, oversized blazers and coats, and a variety of wide brim hats, all with a loose silhouette. Some of the photos are shot in Philadelphia and others are taken in Israel, posing in front of the iconic Jerusalem stone.
Wircberg also posts stylized pictures of her family life and Jewish ritual, such as shots of her family’s Purim costumes, Hanukkah and pre-Shabbat candle lighting. Some of them are inflected with Chabad teachings, including references to Chaya Mushka Schneerson, the wife of Rabbi Menachem Mendel Schneerson, the late Chabad leader known as the Rebbe.
Emunah Wircberg is a Chabad emissary and a modest fashion blogger. (Screenshots via Instagram)
With 20,000 followers, Wircberg’s friends have asked her why she doesn’t try to monetize the page, though she does include links to donate to local Jewish institutions. “I view my Instagram as part of my shluchos, so I don’t want it to be a place where I’m trying to make money,” she said.
Wircberg also posts videos of her Shabbat cooking — recounting one time when she accidentally used an unkosher mustard for a chicken that she had to throw out — and shares artist-centered events and other activities.
Wirchberg said she appreciates “every opportunity that you have to show your life as a shlucha, Chabad Hasidic woman.” She added, “Showing that to the world and showing that to your followers and connecting with them in that way is actually a really cool, great channel to be able to do that.”
Other shluchos shy away from using Instagram as a public platform. For Esther Hecht, the 26-year-old emissary in Auckland, New Zealand, making phone calls to her friends and family in England and the United States often feels like an impossible task — a distaste that, polling shows, she shares with other members of her generation.
Instead, she finds the asynchronous nature of social media to be a helpful alternative when it comes to catching up with people.
At the conference, in between speaking at the podium in front of the nearly 4,000 guests, she found herself handing out her phone to exchange social media handles. Asked why she focuses on the platforms, she said, “It keeps me connected.”
Esther Hecht, the shlucha for Auckland, New Zealand, speaks at the annual conference for Chabad women emissaries. (Courtesy of Chabad)
—
The post Chabad women come together once a year in person. The rest of the time, there’s Instagram. appeared first on Jewish Telegraphic Agency.
Uncategorized
Progress Without Power: The Limits of the Lebanon Ceasefire
Smoke rises following explosions in southern Lebanon, near the Israel-Lebanon border, as seen from northern Israel, April 27, 2026. Photo: REUTERS/Shir Torem
Last month’s announcement by President Donald Trump of a temporary extension to the Lebanon–Israel ceasefire, amidst ambassador-level Israeli-Lebanese talks in Washington, was greeted, in some quarters, with cautious optimism.
This is understandable.
Lebanon and Israel have been in a technical state of war for decades, with even basic engagement once unthinkable.
What’s more, rhetoric emerging from the Lebanese government of President Joseph Aoun — including unprecedented criticisms of Hezbollah, the heavily armed Iranian terrorist proxy which has dominated Lebanon for decades — provides even more reasons for optimism.
But that optimism collided almost immediately with reality. Soon after the extension was announced, Israeli troops came under attack from a Hezbollah drone strike, leaving six wounded and 19-year-old Sgt. Idan Fooks dead — the third Israeli soldier killed since the ceasefire began in early April.
Israel responded, as it was entitled to under the terms of the ceasefire agreement, with targeted strikes on Hezbollah positions and infrastructure. Retaliatory attacks have since continued.
These events expose the limits of the ceasefire.
The intentions may be honorable, and hopes may be real. But hope is not a strategy. And the situation in Lebanon is such that any positive hopes for an end to the violence cannot be fulfilled while an armed Hezbollah remains a decisive power in Lebanon.
Hezbollah has long operated as a state within a state — exercising power far beyond Lebanon’s elected government. Any agreement struck with Beirut is therefore inherently constrained, because the Lebanese government does not control much of its own territory, and does not currently have the ability to make Hezbollah stop firing at Israel, much less disarm. Indeed, Hezbollah openly says it will not be bound by any deal the Lebanese government makes with Israel.
This reality was laid bare in March, when Lebanon expelled the Iranian ambassador — only for him to simply refuse to leave.
To its credit, for the first time in years, Lebanon has shown signs of recognizing the problem, and trying to actually do something about it. For example, Lebanon has moved to end Hezbollah’s control over Beirut’s airport, taken steps against unauthorized weapons, and President Joseph Aoun has even accused Hezbollah of treason.
Meanwhile, Israeli forces continue to uncover Hezbollah weapons stockpiles — including in children’s rooms and underground bunkers within populated areas in southern Lebanon, which the Lebanese army claimed to have cleared of Hezbollah military bases and activity last year. All of this is in direct violation of the 2006 United Nations Security Council Resolution 1701, which calls for Hezbollah’s disarmament, as well as the ceasefire agreement that ended the Israel-Hezbollah war in 2024, in which Beirut promised to finally fulfill its obligation under 1701.
This is why the current ceasefire does not fully address the real sources of violence and instability, even as too many in the international community continue to confuse ceasefires with peace.
Reports indicate that Hamas is using the ceasefire in Gaza to rebuild capabilities and consolidate control there. Hezbollah has followed a similar pattern. So even if periods of calm emerge, they are unlikely to last long.
There is no question that Iran and its proxies have been weakened by the last two and a half years of war. But ideological regimes do not measure success in conventional terms. They do not concede defeat. And they do not abandon their objectives.
This is why the persistent focus by parts of the international community on ceasefires and “de-escalation” — with the demands directed mainly at Israel — risks overlooking the central challenge.
French President Emmanuel Macron continues to push for de-escalation, urging Israel to withdraw from Lebanese territory and calling for Hezbollah to cease its attacks. He also says Hezbollah must ultimately be disarmed by the Lebanese themselves.
Australian Foreign Minister Penny Wong echoes similar concerns, condemning Hezbollah’s attacks on Israel and calling for an immediate cessation. At the same time, she has condemned in the “strongest terms” Israeli strikes on Lebanon, without fully acknowledging that they have been targeted against Hezbollah infrastructure and operatives. She mentions in passing that Hezbollah should be disarmed.
Yet both leaders failed to address just how Hezbollah can be disarmed — which is the central question. Statements that Hezbollah “should” be disarmed are nothing but empty words.
When dealing with absolutist religious ideologies, diplomacy is not necessarily a strength. It can become a vulnerability — exploited by those who understand that the Western aversion to conflict can itself be weaponized.
The Israel-Lebanon talks are signs of progress. But progress without power is terribly fragile. And as long as Hezbollah remains armed and entrenched, hope is a dangerous strategy.
Justin Amler is a policy analyst at the Australia/Israel & Jewish Affairs Council (AIJAC).
Uncategorized
Israel Must Stop Handing Victories to Its Critics
A general view shows the plenum at the Knesset, Israel’s parliament, in Jerusalem, May 29, 2019. Photo: Reuters / Ronen Zvulun.
Are some of Israel’s own decisions undermining its future?
No one who cares about Israel wants to ask that question. No one who understands Jewish history, regional reality, or the relentless threats Israel faces wants to even entertain it. Yet concern is growing among many who support Israel deeply and sincerely. They are not questioning Israel’s right to exist — but they are questioning if Israel’s actions are harming the Jewish State in the long run.
Let me be clear from the start: Israel has every right to exist. Israel has every right to defend its citizens. Israel has every right to confront terrorism and prevent those who openly seek its destruction from succeeding. In a region where genocidal rhetoric is still common, self defense is not optional. It is essential.
But rights alone do not guarantee wisdom. A nation can be morally justified and strategically misguided at the same time.
Recent events surrounding attempts to breach the Gaza maritime blockade offer a telling example. Many of the activists involved are not neutral humanitarians. Some seek spectacle more than solutions. They understand that confrontation with Israel generates headlines and outrage, and that images travel quickly across the world. Provocation is often the point.
Yet Israel too often responds in ways that hand these provocateurs exactly what they want.
Stopping a vessel at sea may secure an immediate tactical objective. But if the result is another cycle of global accusations, another flood of hostile coverage, and another round of diplomatic damage, then a narrow operational success becomes a strategic failure.
Israel frequently wins the immediate encounter while losing the larger narrative.
That problem extends well beyond maritime incidents.
Many people around the world defend Israel in increasingly hostile environments. Diaspora Jews face intimidation on campuses and in public life. Christian allies speak out despite social pressure. Non-Jewish advocates challenge lies, distortions, and double standards at personal cost. They write, donate, organize, and absorb abuse.
Too many feel taken for granted.
Allies matter. Gratitude matters. Communication matters. Nations under pressure cannot afford to neglect those who stand with them. Support should not be treated as automatic or endless. It must be nurtured.
Another issue that troubles even committed supporters is the use of administrative detention and other extraordinary emergency powers. Israel undeniably faces real security threats. Some dangers cannot be handled through ordinary methods alone. But emergency measures that become routine create a moral and political burden.
When people are held for long periods without normal judicial processes, Israel’s critics seize on every case. More importantly, genuine friends of Israel become uneasy. They ask whether a state founded as a refuge for a persecuted people is drifting from the democratic principles it was meant to embody.
There is also a message for ordinary citizens in Israel — especially those on the far right.
Israel is judged by a harsher standard than most nations. That reality is unfair, often hypocritical, and sometimes openly antisemitic. But it is reality nonetheless. Every act of racist violence, every attack on innocent civilians, every mosque vandalized, every tree burned, every mob chanting hatred, every soldier filmed humiliating noncombatants without cause becomes a global symbol.
One reckless act by one person can damage an entire nation.
Israel does not have the luxury of indiscipline. It is not a quiet country insulated by geography and history. It carries the security of millions of Jews. It carries the memory of exile and extermination. It carries the burden of proving that Jewish sovereignty can be both strong and just.
That requires more than military power. It requires discipline, humility, gratitude, legal integrity, and strategic patience.
Israel’s enemies would love nothing more than to see the Jewish State become isolated, angry, careless, and morally confused. Their greatest victory would not come on the battlefield. It would come if Israel helped destroy its own legitimacy.
The answer, then, is not despair. It is course correction.
Think carefully before reacting. Think strategically before escalating. Think morally before normalizing emergency measures. Think politically before alienating allies.
Israel was built through courage, sacrifice, and vision. It should not be weakened by avoidable mistakes.
The gravest danger to Israel may not come only from those who seek to destroy it from without. It may also come from forgetting how to preserve itself from within.
Sabine Sterk is the CEO of Time To Stand Up For Israel.
Uncategorized
BDS, Pro-Terror, and Anti-Israel Activism Are Still Happening at US Colleges and Universities
Universities remain under pressure from market forces as well as the Trump administration regarding DEI, antisemitism, and funding. Polls also indicate that public trust in higher education continues to decline. The continued closure of smaller institutions such as Hampshire College and the elimination of courses and majors deemed unproductive point to the continuing consolidation of the higher education industrial complex across the US.
Foreign student enrollment has been reduced by US scrutiny of visa applicants, and the administration has proposed steep cuts to US research funding. A new report on academia’s narrowing donor base, where some 2% of donors provided 89% of the $78 billion given in FY 2024-2025, suggests another crisis. Despite these crises, analytical and anecdotal evidence indicate that universities have retained most DEI programs and staff under different labels.
Surprisingly, a report by Yale University faculty attributed plummeting public trust in higher education to institutions themselves, citing rising costs and lowering standards. Harvard president Alan Garber obliquely expanded this critique by noting the combination of student ignorance and arrogance regarding the Arab-Israeli conflict.
Another tacit recognition that protests have damaged both campus safety and public image may be continuing restrictions on student commencement speakers, some of whom particularly in New York City area universities have excoriated Israel and the universities themselves since October 7th.
Amidst these structural changes Jewish students have continued to migrate to southern and southwestern institutions such as Vanderbilt and Clemson which are regarded as safer and more supportive. Active campaigns aimed at Jewish students by other institutions such as American University have touted safety.
Recent studies have suggested that institutions such as Yale and Harvard have deliberately reduced their Jewish populations to post- World War II quota levels as a function of both embracing DEI and globalization. As colleges seek to increase more Arabic and Muslim enrollment, it is undeniably clear that anti-Jewish sentiment has increased on campus. It’s fair to ask questions about whether there is a direct correlation — but critics try to stifle any attempt at an actual conversation or debate with charges of anti-Muslim prejudice.
Finally, reports indicate that the Qatar Foundation has hired two Washington, D.C. public relations firms to provide crisis communications regarding that country’s massive funding to American universities. The move came after a US House committee released emails it had subpoenaed from Northwestern University showing foundation executives consulting university officials regarding PR issues that arose immediately after October 7th.
Faculty misrepresentation of Middle Eastern affairs on campus — and in the press — continues to be a major problem. This was exemplified by an op-ed in The New York Times authored by University of California Berkeley faculty member Ussama Makdisi, in which he attacked Israel over its policy in Lebanon. Makdisi has a long record of troubling anti-Israel hatred. Makdissi’s appointment as the chair of a newly established program in “Palestinian and Arab Studies” at Berkeley institutionalizes and further legitimizes Palestinian grievance and antisemitism.
In a sign of European academic attitudes towards Israel, three Belgian universities conveyed honorary degrees on the deeply antisemitic and relentlessly hostile to Israel United Nations Special Rapporteur for human rights in the Palestinian territories, Francesca Albanese, who remains under US sanctions.
Students for Justice in Palestine (SJP) chapters and their allies continue to disrupt pro-Israel events across the country, including at Ohio State, the University of Connecticut, SUNY Buffalo, Florida State, the University of Minnesota, the University of Oregon, Stanford University, Rutgers University, and the University of Washington. SJP protestors also disrupted a trustees meeting at Bryn Mawr College. A pro-Hamas encampment was also created at Occidental College.
BDS resolutions and referendums continue to be considered by student governments. At Ohio University, a divestment referendum approved by the student government in March was overwhelmingly approved by students. Similar resolutions were passed at Colorado State, the University of Wisconsin, and San Diego State University. New divestment campaigns have also been launched at Rutgers University and other schools.
Student groups continue to showcase actual Palestinian terrorists in events. In one recent case the Berkeley SJP featured Israa Jabaris, convicted of attempting a car bombing outside Jerusalem in 2015. She was released from prison in exchange for Israeli hostages held in Gaza. Jabaris thanked students for their “solidarity.”
In another case at the University of Washington, Students United for Palestinian Equality & Return at UW (SUPER UW) co-hosted a fundraiser to support the “Lebanese resistance.” The university banned the group after a building takeover which caused several million dollars in damage. Reports now indicate the group is under investigation by the Civil Rights Division of the US Department of Justice.
Support for those with terror ties was also expressed by the Georgetown SJP chapter, which held a letter writing campaign for “Palestinian prisoners” including those convicted in the Holy Land Foundation case and other “comrades caged by the US empire” including several convicted of arson and assault.
Student governments also remain in the lead in limiting other Jewish and Israeli events. The appearance of former Gaza hostage Omer Shem Tov at UCLA was condemned by the student government as the “selective platforming of narratives that obscure the broader reality of state violence” which shows a “troubling disregard for Palestinian life and contributes to a campus climate in which Palestinian, Arab, and Muslim students are further marginalized, silenced, and harmed.” The university condemned the statement as did trustee Jay Sures who stated he was “disgusted and appalled” by the decision. Conversely, the student government at Stanford awarded the Muslim Student Union $175,000, more than all Christian groups combined or the marching band.
Finally, the role of teachers unions as key drivers of left wing politics inside and outside of classrooms was highlighted by a report that noted that since 2015 unions have contributed more that $1 billion to political activism and advocacy. Causes include “human rights” — which often means anti-Israel activism.
In a convenient illustration of teachers union attitudes towards Israel, New York City delegates of the United Federation of Teachers approved a resolution condemning Israel and demanding a US arms embargo. The measure will be voted on by members in May.
Alex Joffe is the Editor of SPME’s BDS Monitor and director of Strategic Affairs for the Association for the Study of the Middle East and Africa (ASMEA). A completely different version of this article was originally published by SPME.

