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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)


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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University of Nebraska Considers BDS Resolution Pushed by Anti-Israel Group

Students for Justice in Palestine (SJP) participating in a “Liberated Zone” encampment at University of Nebraska, Lincoln in November 2025. Photo: Screenshot

The University of Nebraska-Lincoln (UNL) student government was scheduled to vote Wednesday on a resolution calling on the institution to adopt the boycott, divestment, and sanctions (BDS) movement, which seeks to isolate Israel from the international community as a step toward its eventual elimination.

According to The Daily Nebraskan, the UNL Association of Students (ASUN) introduced the measure at the request of Students for Justice in Palestine (SJP), a group which analysts have cited as being an outsized factor in the campus antisemitism crisis which followed the Hamas-led Oct. 7, 2023, massacre across southern Israel.

The resolution, “Senate Bill 14,” aims to undermine Israeli national security by demanding divestment from armaments manufacturers, describing the measure as an effort to block “weapons complicit in the genocide and atrocities worldwide.”

Leaders of the BDS movement have repeatedly stated their goal is to destroy the world’s only Jewish state.

UNL’s SJP chapter has praised Hamas terrorists as “our martyrs,” promoted atrocity propaganda which misrepresented Israel’s conduct in the war against Hamas, accused Israel of targeting “Palestinian Christians,” and distributed falsehoods denying Jewish indigeneity to the land of Israel. Since the Oct. 7 attack, the group has denounced UNL’s alleged ties to Israel, which includes a partnership in agricultural research, as investments in “death” even as it accuses the institution of Islamophobia.

The UNL student government’s agreeing to introduce the BDS resolution marks a major achievement for SJP, as the body has previously blocked the group’s attempts to promote its agenda through the campus legislative process. The decision to put it up for a vote is being widely criticized by political candidates, as well as lawmakers and officials in the federal government participating in a concerted effort to combat campus antisemitism.

“Antisemitism has NO place on college campuses,” Leo Terrell, chairman of the US Department of Justice’s Task Force to Combat Antisemitism, wrote on the X social media platform. “I’m calling on the Association of Students…to VOTE NO on the antisemitic BDS resolution pushed by SJP, a group that has celebrated attacks by terrorist organizations and is now targeting AMERICAN companies through its BDS campaign. The university, including UNL President Jeffrey P. Gold, must publicly reject this hateful agenda.”

US Sen. Pete Ricketts (R-NE) lambasted the school’s decision even to consider the resolution.

“The BDS movement and Students for Justice in Palestine are fueling antisemitism on college campuses,” he said in a statement shared with The Algemeiner. “Endorsing this movement would make UNL less safe for Jewish students. We will not normalize antisemitism in Nebraska. I encourage UNL students to stand up for our Jewish neighbors and reject antisemitism.”

Nebraska Gov. Jim Pillen, a Republican, joined the chorus of voices calling for the resolution’s defeat, saying on X that he joined Terrell in “condemning this move by the radical Students for Justice in Palestine to pass a resolution to boycott and divest from Israel, our closest ally.”

As The Algemeiner has previously reported, the national SJP group, which has been linked to Islamist terrorist organizations, has publicly discussed its strategy of using the anti-Zionist student movement as a weapon for destroying the US.

“Divestment [from Israel] is not an incrementalist goal. True divestment necessitates nothing short of the total collapse of the university structure and American empire itself,” the organization said in September 2024. “It is not possible for imperial spoils to remain so heavily concentrated in the metropole and its high-cultural repositories without the continuous suppression of populations that resist the empire’s expansion; to divest from this is to undermine and eradicate America as we know it.”

The tweet was the latest in a series of revelations of SJP’s revolutionary goals and its apparent plans to amass armies of students and young people for a long campaign of subversion against US institutions, including the economy, military, and higher education. Like past anti-American movements, SJP has also been fixated on the presence and prominence of Jews in American life and the US’s alliance with Israel, the world’s only Jewish state.

On the same day the tweet was posted, Columbia University’s most strident pro-Hamas organization was reported to be distributing literature calling on students to join the Palestinian terrorist group’s movement to destroy Israel during the school’s convocation ceremony.

“This booklet is part of a coordinated and intentional effort to uphold the principles of the thawabit and the Palestinian resistance movement overall by transmitting the words of the resistance directly,” said a pamphlet distributed by Columbia University Apartheid Divest (CUAD), an SJP spinoff, to incoming freshmen. “This material aims to build popular support for the Palestinian war of national liberation, a war which is waged through armed struggle.”

Other sections of the pamphlet were explicitly Islamist, invoking the name of “Allah, the most gracious” and referring to Hamas as the “Islamic Resistance Movement.” Proclaiming, “Glory to Gaza that gave hope to the oppressed, that humiliated the ‘invincible’ Zionist army,” it said its purpose is to build an army of Muslims worldwide.

In October, SJP called for executing Muslim “collaborators” working with Israel in retaliation for the death of Palestinian influencer Saleh Al-Jafarawi during a brewing conflict between the Hamas terrorist group and a rival clan, Doghmush.

“In the face of hundreds of thousands of martyred Palestinians these past two years alone, collaborators and informants maintain their spineless disposition as objects of Zionist influence against their own people,” the group said in a statement posted on social media, continuing on to volley a series of unfounded charges alleging that anti-Hamas forces are “exploiting Gaza’s youth for money” and pilfering “desperately needed aid to the killing of their own people in service of Zionism.”

SJP concluded, “Death to the occupation. Death to Zionism. Death to all collaborators.”

Follow Dion J. Pierre @DionJPierre.

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Orthodox Jewish Man Attacked in Switzerland as Surge in Antisemitism Prompts Authorities to Boost Security

A pro-Hamas demonstration in Zurich, Switzerland, Oct. 28, 2023. Photo: IMAGO/dieBildmanufaktur via Reuters Connect

An Orthodox Jewish man was physically assaulted in Zurich on Monday in the latest outrage of a surging wave of antisemitic incidents across Switzerland, sparking outcry within the Jewish community as authorities moved to bolster protections for Jews and Israelis nationwide.

According to local media, a 26-year-old Jewish man was brutally attacked late Monday night in northern Switzerland by an unknown individual, sustaining light injuries, including scratches and abrasions to his neck and other parts of his body.

Zurich police reported that the attack occurred without any provocation while the victim was standing in the street, with the assailant repeatedly punching him and shouting antisemitic slurs.

“The attack was not random, but specifically targeted at a Jewish individual,” local authorities said in a statement. 

Before police arrived, bystanders intervened to help the victim, restraining the suspect, who continued hurling antisemitic slurs even after officers reached the scene.

The assailant, a 40-year-old Kosovo resident with no fixed address in Switzerland and a prior record for unrelated offenses, was arrested at the scene and transferred to the Zurich public prosecutor’s office following an initial police interrogation.

The Swiss Federation of Jewish Communities (SIG) strongly condemned the attack, urging authorities to step up protections for Jewish communities amid a surge of relentless antisemitism in the country.

“This incident is part of a series of antisemitic attacks that have increased sharply in Switzerland since October 2023,” SIG wrote in a post on X, referring to the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023. 

“Jewish people have become targets of insults and physical violence simply because of their appearance and their Jewish identity,” the statement read.

The Foundation Against Racism and Antisemitism (GRA) also denounced the incident, warning of the alarming rise of hatred and the increasing normalization of antisemitism in society.

“Antisemitic narratives are becoming increasingly commonplace in some sections of society,” GRA wrote in a statement. “They are relativized and trivialized in political debates, on social media, and in everyday life.”

The European Jewish Congress (EJC) joined the local Jewish community in condemning the attack, emphasizing the urgent need to combat antisemitism and protect Jewish communities across the continent.

“No one should be attacked, insulted, or made to feel unsafe simply because of their Jewish identity,” EJC said in a post on X. 

Like most countries across Europe and the broader Western world, Switzerland has seen a rise in antisemitic incidents over the last two years, in the wake of the Oct. 7 atrocities.

According to EJC, 23 antisemitic incidents have recently been reported in Zurich schools, ranging from antisemitic remarks in public spaces and far-right symbols like swastikas carved into desks to direct provocations, threats, and assaults on students.

In 2024, Switzerland recorded 221 “real-world,” or non-online, antisemitic incidents, including an attempted arson attack at a Zurich synagogue and a stabbing in which a 15-year-old Swiss teenager seriously injured an Orthodox Jew, claiming the attack on behalf of the Islamic State.

As part of a broader initiative to strengthen security for Jewish institutions, Zurich’s city parliament last month decided to double funding for the protection of synagogues and other Jewish sites, increasing it from $1.3 million to $2.6 million.

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When Society’s Good Intentions for Jews Replace Equal Citizenship

An empty classroom. Photo: Wiki Commons.

A secular Manhattan school responded to October 7 by holding a Shabbat gathering. The head of school spoke with moral seriousness. Jewish families felt seen. Non-Jewish families showed up in solidarity. By any reasonable measure, this is a success story.

And that is precisely what makes it worth examining.

A Jerusalem Post report describes Town School’s response as sincere, generous, and embraced by the entire community. It is all of those things. But it also reflects a logic that deserves scrutiny — not because the intent is bad, but because the structure is fragile. What Town School offers is care. What it cannot offer is civic security. The difference matters more than most people realize.

The question is not whether warmth is preferable to hostility. It is whether a framework built on institutional affirmation can ever produce durable belonging — or whether it quietly substitutes recognition for citizenship, comfort for equality, and goodwill for rights.

The American alternative has a founding text. In 1790, George Washington wrote to the Hebrew Congregation in Newport that the new republic “gives to bigotry no sanction, to persecution no assistance.” As I have written elsewhere, this was not ceremony. It was a covenant.

Belonging depended on conduct, not creed. Citizenship was the baseline. Recognition was irrelevant.

Call this the Washington model: belonging is presumed, not conferred. The government does not identify groups, affirm them, or protect them through recognition. It simply refuses to make identity the basis of civic standing.

The affirmation model works differently. Jewish belonging is validated by institutions. Jewish life is welcomed through programming. Jewish safety flows from administrative judgment. This is the logic of diversity, equity, and inclusion.

It feels compassionate. It is also a departure from the civic architecture that made America uniquely stable for Jews.

American Jews did not flourish because institutions learned to include them. They flourished because the regime limited the authority of institutions to decide who belonged at all. Jews attended public schools, served in the military, and entered professions — not because administrators welcomed them, but because the law made no provision for excluding them. That is pluralism as structure, not performance.

DEI — diversity, equity, and inclusion — inverts this. It treats belonging as something institutions must actively produce. Once belonging is conferred, it becomes conditional and, therefore, unstable.

None of this denies that schools should protect Jewish students in moments of fear, address antisemitism, enforce rules, and help manage difference. Care matters. Moral clarity matters. But short-term care does not require long-term structural dependency. The question is whether the framework makes Jewish belonging more secure over time or more fragile.

Critics of DEI often focus on excesses — ideological trainings, bureaucratic bloat, activist capture. They miss the point. The problem is not tone. It is structure. DEI replaces equal citizenship with managed identity. It reduces civic standing to recognition, safety to visibility, equality to representation. It grants institutions precisely the authority that liberal pluralism once denied them.

For Jews, this is perilous. Judaism is not simply cultural identity. It is a peoplehood and faith defined by continuity, obligation, and collective memory. America worked for Jews because the regime did not require Judaism to be translated into something thinner in order to belong.

DEI struggles with this. Jewish identity gets reframed as culture — ritual without peoplehood, heritage without permanence, symbolism without sovereignty. That version of Jewishness is easy to affirm because it makes no claims. But that ease is the warning sign.

This is not only imposed from outside. Jews have often been among the architects of DEI frameworks, usually with the best intentions. The same communal instinct that built hospitals, schools, and social agencies now sometimes builds systems that make Jewish belonging contingent rather than secure. Good faith does not neutralize structural risk.

Jews are not uniquely burdened by DEI, but they are diagnostically revealing. Any system that cannot accommodate a people simultaneously religious, ethnic, historical, and transnational will fracture under pressure from other complex identities. Jews expose the structural weakness. They are not the cause of it.

Feeling welcomed and being secure are not the same thing. Inclusion produces comfort. Citizenship produces stability. Belonging grounded in recognition depends on continued moral approval. Belonging grounded in citizenship does not. The former fluctuates with ideology; the latter endures through disagreement.

The educators at Town School appear to be acting in good faith. But no minority should rely on the personal virtue of administrators for its security. Sincerity is not a system. Good intentions do not correct for flawed design.

If Jewish security comes to depend on institutional affirmation rather than civic equality, Jews will be less secure, not more. And if this model becomes dominant, it will erode pluralism for everyone. No minority should want its standing to depend on recognition. No society should delegate belonging to administrators. No liberal order survives when citizenship is replaced by curation.

Institutions turn to DEI not out of malice but out of lost confidence. When leaders no longer trust law, equality, and restraint to hold, they substitute recognition for rights and symbolism for structure. DEI fills the vacuum left by civic uncertainty. It cannot repair it.

The American experiment succeeded not by perfecting inclusion but by constraining power. It did not ask institutions to decide who belonged. It presumed belonging and limited the authority of those who might question it.

As the United States approaches its 250th anniversary, Jews should be clear-eyed about this distinction. A pluralistic society is strongest when belonging is presumed rather than curated, and when citizenship is treated as a baseline rather than a reward.

Warmth matters. Goodwill matters. But they are not substitutes for equality under a civic order that does not ask groups to justify their place.

Jewish history is clear on this point. Societies where Jews are welcomed at the discretion of elites are less stable than those where Jewish belonging is assumed as principle. The former depends on mood and politics. The latter endures through disagreement.

Washington’s letter to Newport promised something no amount of programming can replicate: a republic that gives to bigotry no sanction because it refuses to make belonging a matter of official judgment at all. That is an inheritance worth defending. The distinction between the affirmation model and the Washington model is not only a Jewish concern. It is central to the durability of pluralism.

Samuel J. Abrams is a professor of politics at Sarah Lawrence College and a senior fellow at the American Enterprise Institute.

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