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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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Israel Targets Hezbollah Fighters Disguised as Paramedics as Terror Group Continues to Exploit Civilian Sites
Israeli soldiers walk next to military vehicles on the Israeli side of the Israel-Lebanon border, amid escalation between Hezbollah and Israel, and amid the US-Israeli conflict with Iran, in northern Israel, March 16, 2026. Photo: REUTERS/Avi Ohayon
Israel on Sunday night intercepted a Hezbollah operation in southern Lebanon, targeting a terrorist cell disguised as paramedics who tried to transport weapons in an ambulance toward Israeli forces.
The Israeli strike further exposed the Iran-backed Lebanese terrorist group’s use of civilians and even medical vehicles as cover for attacks.
According to Israeli intelligence, Hezbollah has fired thousands of drones and rockets toward the Jewish state since joining the war in support of Iran earlier this month, brazenly using ambulances and medical facilities as cover and embedding their weapons and operation hubs in various civilian sites.
“This incident is another example of Hezbollah’s cynical and systematic use of medical infrastructure for military purposes,” the Israel Defense Forces (IDF) said in a statement.
Last week, Israel discovered a tunnel used by Hezbollah in a church in southern Lebanon, where the terrorist group has spent years building infrastructure to attack the Jewish state.
Hezbollah tunnel at a church in southern Lebanon https://t.co/5mTGP7uSvz
— Matthew Levitt (@Levitt_Matt) March 27, 2026
Under international law, deliberately using medical teams and ambulances to conceal military activity constitutes a serious violation, as battlefield protections for medical personnel apply only when they act strictly within their humanitarian role.
As the conflict in Lebanon continues to escalate, Israeli officials have repeatedly warned that once ambulances and medical teams become part of Hezbollah’s weapons transport network, they lose their protected status and become legitimate military targets.
On Monday, the IDF destroyed more than 100 high-rise towers in southern Lebanon serving as Hezbollah’s command, control, and attack-planning centers against Israeli citizens – in what officials described as the terrorist group’s “cynical exploitation of Lebanese citizens,” embedding military infrastructure amid civilian areas.
PHOTOS: Israeli soldiers discover Hezbollah weapons cache—including RPGs, mortars, hand grenades, launchers, land mines, explosive bricks, and rifles—in southern Lebanon school. (IDF) pic.twitter.com/2HIpFtPLTQ
— Avi Mayer אבי מאיר (@AviMayer) March 27, 2026
With a ground maneuver underway to expand a defensive zone in southern Lebanon, the IDF says it has eliminated over 850 Hezbollah terrorists so far, while continuing to dismantle the group’s command and weapons infrastructure.
Last week, Israeli forces ordered the evacuation of the southern Lebanese city of Tyre, after identifying Hezbollah operatives launching heavy rocket fire from residential neighborhoods, issuing the order ahead of airstrikes to safeguard civilians from the escalating attacks.
“Hezbollah, which has dragged you into this war in service of Iran’s agenda, is deliberately operating within your neighborhoods, putting your safety at grave risk and bringing destruction to your homes and communities,” the military’s Arabic spokesperson, Col. (res.) Avichay Adraee wrote in a post on X, appealing to Lebanese citizens.
For years, Hezbollah has embedded command posts, weapons depots, snipers, and troops within Shiite villages, situating them in the heart of civilian centers near schools, hospitals, mosques, and main roads to turn entire communities into battlefields.
“We found them hiding weapons in a children’s school. We found them building a tunnel in the complex of a church in al-Kiam,” IDF International Spokesperson Lt. Col. Nadav Shoshani said during a briefing to journalists.
In recent weeks, Israel has intensified strikes targeting Hezbollah, particularly south of the Litani River, where the group’s operatives have historically been most active against the Jewish state.
Israel has long demanded that Hezbollah be barred from carrying out activities south of the Litani, located roughly 15 miles from the Israeli border.
The IDF is now moving into Lebanon to establish what officials described as a “forward defensive line,” targeting Hezbollah infrastructure and destroying buildings that were being used as operational “terrorist outposts.”
As reports surfaced of potential ceasefire talks between Lebanese and Israeli officials, Hezbollah Secretary General Naim Qassem warned Wednesday that negotiating under fire amounts to imposed surrender, adding that his fighters are prepared to continue operations “without limits.”
In just the first month of the conflict, Israeli officials report that Hezbollah has carried out more than 900 coordinated attacks, marking a sharp increase in cross-border activity and a broader expansion of its operations across the region.
So far, Israel has demolished five bridges in the Litani River area and taken effective control of three others, aiming to dominate the area from the air and prevent residents from returning south of the river until the threat of Hezbollah is removed.
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DNC to Consider Resolution Condemning AIPAC
Crews prepare the stage at the annual AIPAC Policy Conference in Washington, DC, March 6, 2018. Photo: Reuters / Brian Snyder
A newly introduced resolution within the Democratic National Committee (DNC) is putting the party’s relationship with pro-Israel lobbying money under renewed scrutiny, exposing a deepening divide between its progressive base and establishment leadership.
The measure, which is nonbinding, calls on Democrats across the US to reject or distance themselves from funding tied to the American Israel Public Affairs Committee (AIPAC), the premier pro-Israel lobbying group, and its affiliated political entities. While largely symbolic, the resolution would compel party officials and candidates to publicly take a position on whether to accept such financial support.
Allison Minnerly, a DNC member from Florida who sponsored the resolution, argues that the committee needs to take a more aggressive stance in fighting on behalf of Palestinians.
“At a time when Democratic voters might really not have felt represented or seen when it came to Gaza or seeing their party support Palestinian rights or stand against military conflict, this could be one step toward bringing those voters back into the party,” she told The Intercept.
Minnerly also presented a resolution last August which called for an arms embargo against Israel. That measure failed.
The new resolution comes as AIPAC and allied super PACs have become increasingly influential in Democratic primaries, spending millions to back candidates aligned with their positions. Critics within the party argue that this influx of money, including donations from Republican-aligned contributors, risks distorting Democratic contests and elevating outside influence.
The resolution condemns AIPAC for its purported attempts to influence Democratic politics surrounding the Israeli-Palestinian conflict and undermining efforts to fortify “Palestinian rights” in Israel. The resolution accuses AIPAC of pouring over $100 million into Democratic competitions in an attempt to shift overall results.
The resolution raises general concerns about the role of nonprofit and political groups that can obscure the origins of campaign funding, intensifying calls for greater transparency.
Progressive Democrats and grassroots activists are driving the push for the resolution, framing it as part of a broader effort to limit the influence of big money in politics. Many argue that AIPAC’s policy positions, particularly in the context of the Gaza conflict, are increasingly out of step with Democratic voters. The resolution specifically accuses AIPAC of influencing Democratic candidates to adopt positions on the Israel-Hamas conflict that are not adequately reflective of “the views of their constituents.”
Supporters say the resolution is less about enforcement and more about signaling, drawing a clear line on the type of financial backing the party should accept.
Party leaders and more moderate Democrats have approached discourse regarding the Israel-Hamas war cautiously. Centrist Democrats and those in heavily Jewish districts have balanced their support for Israel’s right to self-defense with concern over the humanitarian toll in Gaza. In progressive districts, however, anti-Israel positions have emerged as a litmus test in primaries, with candidates being grilled on whether they will vote to cease arms transfers to the Jewish state or whether they consider the military conflict in Gaza a “genocide.”
Despite the pressure campaign to dislodge the Democratic party from Israel, many moderate liberals point to AIPAC’s long-standing support for Democratic candidates and warn that rejecting its backing could put candidates at a disadvantage in competitive races. Others emphasize the importance of maintaining relationships with pro-Israel constituencies, suggesting that a sweeping break could carry political risks. However, others have accused AIPAC of bankrolling Republican and pro-Trump candidates to the expense of Democrats.
AIPAC contends that it supports pro-Israel candidates regardless of political affiliation, arguing the American-Israeli relationship is bipartisan and advances US interests. Further, other lobbying groups which support foreign countries, such as the National Iranian American Council (NIAC), donate funds and support to American candidates with little controversy.
The fight over the resolution reflects a larger transformation within the Democratic Party, as shifting voter attitudes and growing skepticism of large-scale political spending reshape internal dynamics. Polling suggests that the Democratic party has largely shifted against Israel, especially among younger voters. Ambitious Democratic hopefuls are reassessing their messaging and position on Israel, with progressive liberals aggressively condemning the country for committing a so-called “genocide” in Gaza.
As the DNC considers the measure, the outcome could serve as a signal of where the party stands in an evolving political landscape.
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Catholic University of America Under Fire for Requiring ‘Opposing Viewpoint’ for Combating Antisemitism Event
A general view of the Catholic University of America (CUA) campus in Washington, DC. Photo: Graeme Sloan/Sipa USA via Reuters Connect
The Catholic University of America (CUA) is being criticized for denying the Students Supporting Israel campus organization approval to host events on combating antisemitism and defending Israeli security unless it agrees to feature “opposing viewpoints.”
The episode began earlier this month when Students Supporting Israel (SSI), a national organization that has faced opposition from CUA before, publicly complained that the university refused to sanction both an event in which US Rep. Randy Fine (R-FL) would discuss “ending campus antisemitism” and another featuring an Israel Defense Forces (IDF) soldier with experience in resisting jihadist terrorism along Israel’s security fence with the West Bank.
According to university policy, civil dialogue on the contemporary issues can’t be held unless it includes “speakers representing both sides.” While the policy purports to promote intellectual exchange, critics say it has the effect of compelling speech or censoring it altogether by imposing conditions on free speech to which no group could agree without undermining its mission.
In SSI’s case, the group has said that CUA’s policy demands the participation of anti-Israel, even antisemitic voices who would leverage a speaking engagement to utter dehumanizing opinions about Jews or propaganda confected by the Hamas terrorist organization and other groups which seek to destroy the world’s only Jewish state.
The case has now become the cause of the Foundation for Individual Right and Expression (FIRE), a group which has at times disagreed with the pro-Israel community’s outlook on free speech issues.
“While CUA is a private university and therefore not bound by the First Amendment, it is legally and morally bound to adhere to the institutional commitments it has voluntarily made to protect students’ freedom of speech,” FIRE said on March 18 in a blistering demand letter to the university. “Forcing student organizations ‘to host or accommodate another speaker’s message,’ even in the service of providing a greater range of views, inevitable ‘alters the expressive content’ of the event. Having made these free speech commitments, it is no more appropriate for CUA to require Students Supporting Israel to host speakers who oppose Israel than it would be for the federal or state government to force CUA to couple its institutional pro-Catholic messages with anti-Catholic viewpoints.”
This is not the first time that the Catholic University of America has allegedly trampled on the rights of pro-Israel advocates.
In October, it allegedly used bureaucratic obstruction to suppress Jewish grieving and commemoration of the children, women, and men whom Hamas-led Palestinian terrorists murdered during the Oct. 7, 2023, massacre in southern Israel by canceling a memorial display that was approved in August.
According to the school’s SSI chapter, university officials cited an arcane policy which proscribes flying the flag of any foreign nation, except for that of the Vatican, on campus. However, SSI maintains that it was selectively applied to it with malice, citing that anti-Israel organizations have flown the Palestinian flag on campus numerous times, with and without official permission, as have many other organizations.
At the time, The Algemeiner requested photographic evidence of SSI’s claims of selective enforcement, to which the group responded by sending several pictures showing dozens of foreign flags flying on the campus, including those representing the nations of Brazil, France, and Ukraine. The group added that after canceling SSI’s memorial for the second anniversary of the Oct. 7 atrocities, university staff marched toward the event spaces and dismantled everything SSI had set up and topped off the act by stuffing Israeli flags into a plastic bag, which was left on a random office chair as an afterthought.
On Monday, SSI president Felipe Avila told The Algemeiner that CUA has a pattern of squelching pro-Israel speech.
“These event details are not isolated incidents; they represent a systemic pattern of discrimination we have faced since our founding,” Avila said. “From the dismantling of our Oct. 7 memorial to the unequal enforcement of event guidelines today, administrators consistently place insurmountable hurdles in front of our students. We should not be forced to platform competing viewpoints as a condition of discussing our own community’s safety and security.”
Citing the Second Vatican Council’s rejection of antisemitism in the Catholic Church, he added, “Students Supporting Israel will continue to vigorously defend our right to speak out against antisemitism, in the very spirit of the Church’s own teaching in Nostra Aetate.”
Follow Dion J. Pierre @DionJPierre.