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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)
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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.
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New York Gov. Kathy Hochul says defending Israel would be ‘a lot easier’ if Netanyahu loses
New York Gov. Kathy Hochul, an incumbent Democrat running for reelection, said it would be “a lot easier” for her to defend Israel if Prime Minister Benjamin Netanyahu loses Tuesday’s election. New York has the largest concentration of Jews outside of Israel and is home to many ex-pat Israelis.
In an interview with Politico magazine published as Israelis headed to the polls, Hochul suggested that Netanyahu’s “overreach” in the Gaza war has become an obstacle to Israel’s international standing and that his government policies have killed any prospects for the creation of an independent Palestinian state.
“I believe we have to get people of goodwill who can make this happen, and as long as Netanyahu is sitting there, that is not in his interest to do that,” Hochul said. “It’s just not, and it won’t happen.”
Hochul has remained a strong supporter of Israel despite growing criticism of the country within her party. She was the first foreign elected official to visit Israel shortly after Hamas-led attacks on Oct. 7, 2023 and criticized the pro-Palestinian protests on campus.
In 2024, she came under fire for making an analogy to her hometown, Buffalo, in defending Israel’s military campaign against Hamas amid mass Palestinian casualties in Gaza.
“If Canada someday ever attacked Buffalo, I’m sorry my friends, there would be no Canada the next day,” she said in remarks to Jewish leaders, first reported by the Forward. “That’s a natural reaction. You have a right to defend yourself and to make sure it never happens again.” Immediately after it was publicized, Hochul apologized for implying that Israel had a right to destroy Gaza.
Hochul recalled in the interview privately warning Israeli officials during her visit to Israel that the country would lose international support.
“The world is with you when it comes to the brutal assault by a terrorist organization known as Hamas on innocent Israeli people,” Hochul said she told Israeli officials. “An overreach could change that dynamic, and that’s what’s happened.”
The Democratic governor also suggested that if Netanyahu continues as prime minister, it could complicate the prospects of a Jewish Democrat winning the party’s presidential nomination in 2028. The Israeli leader would remain “a lightning rod,” comparing his political survival instincts to those of President Donald Trump. “Who knows what he’s going to do next for self-preservation,” she said.
Closely watching the Israeli election
Hochul’s remarks came as Israelis voted in their first national election since Oct. 7, 2023, with unusually high turnout raising the possibility that participation could exceed 80%, a level not seen since the early 1970s.
Netanyahu, Israel’s longest-serving prime minister, is fighting to remain in power after nearly two decades in office. Many Israelis blame Netanyahu for the security failures that allowed the Oct. 7 attack, while his supporters credit him with confronting Hamas and Iran. Recent polls suggest Netanyahu’s right-wing coalition could fall short of the 61 seats needed to form a government. His main challenger is Gadi Eisenkot, a former military chief whose son and two nephews were killed in the war in Gaza.
Netanyahu’s campaign slogan, “It’s the right or Palestine,” taps into post-Oct. 7 fears about the establishment of a Palestinian state, warning that an Eisenkot-led government dependent on Arab support will lead to Palestinian statehood. But a Netanyahu defeat would not necessarily bring the changes Hochul wants. Eisenkot and other opposition leaders like Naftali Bennett and Avigdor Lieberman also oppose a Palestinian state.
A balancing act
Hochul’s comments also reflect the political challenge she faces at home, where she has maintained strong ties with Jewish leaders while working closely with New York City Mayor Zohran Mamdani, a fierce critic of Israel.
Hochul endorsed Mamdani last year after staying neutral during the Democratic primary. But she has continued to distance herself from the mayor on issues of antisemitism and Israel, which has left many Jewish New Yorkers uneasy. Her most recent state budget included a measure establishing a buffer zone around houses of worship to prevent disruptive protests from blocking access, an issue on which Mamdani had raised objections.
In the Politico interview, Hochul said Mamdani had brought “new energy” to the party, even as she acknowledged their disagreements. “Again, differences on approaches to the Jewish community, Israel and all that — that’s another topic,” she said.
A recent poll found that 65% of Jews in New York City disapproved of the mayor’s handling of antisemitism, while Hochul received 54% approval.
Hochul is seeking reelection against Republican Bruce Blakeman, the Jewish Nassau County executive, who has made support for Israel and opposition to antisemitism central themes of his campaign. But Blakeman has struggled to match the support former Republican gubernatorial candidate Lee Zeldin received from Jewish voters and Hasidic voting blocs four years ago.
The post New York Gov. Kathy Hochul says defending Israel would be ‘a lot easier’ if Netanyahu loses appeared first on The Forward.
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‘Text me when you get home’ — on confronting hatred as both a woman and a Jew
There’s a universal language that every young woman I know speaks. It’s an expectation, a pact even, to “text me when you get home.” A baseline understanding that the walk home isn’t always safe for us.
A different dialect of that same universal language exists across our Jewish community. It shows up when my mom texts me to ask, “does your shul have good enough security?” before I walk into Shabbat or high holiday services.
Being a Jewish woman in America means having to constantly do the calculus of how to be safe as a woman and as a Jew. And I know that my experience is not unique. With antisemitism rampant and other forms of hate still deeply embedded in our society, so many people across America with overlapping and intersecting identities — people of color, trans people and others — are also doing this calculus every single day.
The question I keep asking myself is why? Not why we have to do this constant mental exercise, but why it isn’t getting any easier. The FBI reported a decline in hate crimes in 2025, but those numbers don’t tell the whole story. Hate crimes often go unreported, whether because people don’t feel safe reporting to law enforcement or because agencies lack the training, resources and requirements to properly identify and document them. And beyond what gets counted, hateful rhetoric, threats, and violence continue to shape how we move through the world. Hate permeates our daily lives in ways that statistics alone cannot capture.
Turn on the news or scroll through Instagram on any given day and you can see why we don’t feel safer, despite what the data is telling us. You can see that the static noise of hate and violence continues to intrude on every aspect of our lives.
Our lives — across identities and generations — have been marked by hate, by story after story of deadly attacks at synagogues, mosques, churches, schools and supermarkets.
Twelve years ago, a man fueled by his hatred of women killed six and injured 14 people in Isla Vista, California — my hometown. When I think about that time in my life, I don’t think about graduating high school or my senior prom. I think about the flashes of images of my town, of the victims, on the news. And eight years ago today, a gunman took the lives of 11 congregants and wounded six others in an antisemitic attack at the Tree of Life Synagogue in Pittsburgh. It was the day before my 22nd birthday, another moment in my life now marked by grief.
Hate and hate-motivated violence are not new phenomena in our country. But in the last decade, we have seen a normalization of hate that is both new and devastatingly familiar.
We have seen this normalization fester online, where once fringe antisemitic, misogynistic, racist, and anti-immigrant beliefs — like those held by the Isla Vista and Tree of Life attackers — are now part of mainstream conversations. We have seen this normalization take hold in our halls of power, where our president, members of Congress, and leaders around the country not only legitimize but promote hateful rhetoric and conspiracy theories.
And, we have seen this normalization thrive in policy, where hate and violence are being systematized in executive orders and legislation by the same leaders who made it normal. Policy can and should be used as a shield to keep people safe. Instead, it’s being weaponized before our very eyes to foster an environment where hate can thrive.
It’s no wonder we don’t feel safe when our president and many of our lawmakers are using their power to target women, LGBTQ+ people, immigrants, and so many others. It’s no wonder we question whether our institutions will protect us when the Department of Justice cancels grants supporting victims and programs designed to prevent hate and violence. And it’s no wonder survivors of gender-based and sexual violence feel abandoned when this administration is deliberately refusing to use Title IX to protect them but is instead weakening this law to harm trans people.
For people my age, who grew up with social media and the 24-hour news cycle that brought reports of hate directly into our homes, it can be hard to fathom what to do at this moment. But there are people all around us who not only know what to do, but have done it before.
I spend my days at National Council of Jewish Women (NCJW) working to dismantle antisemitism and the hate plaguing all of our communities. I am fortunate to work with and learn from people who have dedicated their lives to building a world where every person can feel safe and thrive. We are fighting every day to ensure that our institutions and our laws protect people from hate, violence, and discrimination. NCJW has been doing this work for over a century, and we know that progress is not inevitable.
The Matthew Shepard and James Byrd Jr. Hate Crime Prevention Act, signed into law 17 years ago this week, was the result of nearly 20 years of advocacy — a reminder that disrupting hate and building a safer world requires perseverance. It takes leaders willing to fight against hatred, not embrace it. And, it takes partners, allies, friends, and neighbors to move the work forward together.
That is why we have no choice but to keep showing up, to keep fighting, even when the hate and violence all around us feels like it has taken over our lives. We have to keep working, every day, to build that world we seek, where our rights, our safety, and our dignity are not up for debate.
And hopefully, one day, we will all live in a world where we don’t have to say “text me when you get home.”
The post ‘Text me when you get home’ — on confronting hatred as both a woman and a Jew appeared first on The Forward.
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Seeking funding for a Yiddish project for kids or young people?
די פֿישמאַן-פֿונדאַציע פֿאַר ייִדישער קולטור האָט געמאָלדן אַז זי נעמט שוין אָן סובווענץ-אַפּליקאַציעס אויף נײַע פּראָיעקטן פֿאַרן יאָר 2027. די פּראָיעקטן דאַרפֿן האָבן פֿאַר אַ ציל דאָס שטאַרקן ייִדיש ווי אַ לעבעדיקע שפּראַך, באַזונדערס בײַ קינדער און דער יוגנט.
דער טערמין פֿאַר אַפּליקאַציעס פֿאַרן יאָר 2027 איז דער 7טער נאָוועמבער 2026. די אויסגעטיילטע סובווענצן וועט מען מעלדן אין דעצעמבער.
אַלע אַפּליקאַציעס מוזן זײַן אָנגעשריבן אויף ייִדיש און דאַרפֿן נאָכפֿאָלגן די אַפּליקיר-אָנווײַזונגען וואָס איר קענט געפֿינען דאָ.
אַפּליקאַציעס וועלן ווערן באַטראַכט אויף קאָנקורס-יסודות. מען בעט מען זאָל אַרײַנשיקן אַן אַפּליקאַציע (מיט אַלע נייטיקע בײַלייגונגען) דורך בליצפּאָסט צו:
applications@fishmanfoundation.org
The post Seeking funding for a Yiddish project for kids or young people? appeared first on The Forward.
