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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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Pope Leo Says Catholic Church ‘Unwavering’ in Its Opposition to ‘Every Form of Antisemitism’
Pope Leo XIV holds a Jubilee audience on the occasion of the Jubilee of Sport, at St. Peter’s Basilica, at the Vatican June 14, 2025. Photo: REUTERS/Yara Nardi
Pope Leo XIV on Tuesday marked International Holocaust Remembrance Day with a statement reaffirming the Catholic Church’s “unwavering” opposition to antisemitism.
“On Holocaust Remembrance Day, I would like to recall that the Church remains faithful to the unwavering position of the Declaration #NostraAetate against every form of antisemitism,” the pope posted on the X social media platform. “The Church rejects any discrimination or harassment based on ethnicity, language, nationality, or religion.”
On Holocaust Remembrance Day, I would like to recall that the Church remains faithful to the unwavering position of the Declaration #NostraAetate against every form of antisemitism. The Church rejects any discrimination or harassment based on ethnicity, language, nationality, or…
— Pope Leo XIV (@Pontifex) January 27, 2026
The post concluded with a link to Nostra Aetate, a declaration from the Second Vatican Council and promulgated on Oct. 28, 1965, by Pope Paul VI that called for dialogue and respect between Christianity and other religions. The theological reform called for a position of Christian-Jewish brotherhood, advocating “the bond that spiritually ties the people of the New Covenant to Abraham’s stock.”
Leo offered his message opposing antisemitism as the Israeli Ministry of Diaspora Affairs and Combating antisemitism released its newest research into global hate against Jews.
The report documents 815 “serious” incidents around the world — including 21 murders of Jews — as well as 124 million antisemitic X postings and more than 4,000 anti-Israel demonstrations.
“On International Holocaust Remembrance Day, we are called not only to remember, but to act. The ministry stands alongside Jewish communities, monitors and collects information in real time, and pursues the perpetrators of antisemitism and hatred wherever they are,” Amichai Chikli, the Israeli minister of diaspora affairs and combating antisemitism, said in a statement.
Chikli urged a proactive strategy, arguing that “antisemitism is rising in various arenas – yet our responsibility is not to remain on the defensive, but to go on the offensive.”
Leo has repeatedly spoken out against antisemitism and promoted Nostra Aetate since he began his papacy last year.
In October, the pontiff condemned antisemitism and affirmed the Catholic Church’s commitment to combating hatred and persecution against the Jewish people, arguing his faith demands such a stance.
Speaking in St. Pete’s Square at the Vatican, Leo acknowledged the 60th anniversary of Nostra Aetate, saying, “I too confirm that the Church does not tolerate antisemitism and fights against it, on the basis of the Gospel itself.”
“This luminous document teaches us to meet the followers of other religions not as outsiders, but as traveling companions on the path of truth; to honor differences affirming our common humanity; and to discern, in every sincere religious search, a reflection of the one divine mystery that embraces all creation,” Leo continued.
He then added that the primary focus of Nostra Aetate was toward the Jewish people, explaining that Pope John XXIII, who preceded Paul VI, intended to “re-establish the original relationship.”
Nostra Aetate details the close bonds between Jews and Christians.
“The Church, therefore, cannot forget that she received the revelation of the Old Testament through the people with whom God in His inexpressible mercy concluded the Ancient Covenant,” the proclamation states. “Nor can she forget that she draws sustenance from the root of that well-cultivated olive tree onto which have been grafted the wild shoots, the Gentiles. Indeed, the Church believes that by His cross Christ, Our Peace, reconciled Jews and Gentiles making both one in Himself.”
The document also opposes antisemitism, proclaiming that “in her rejection of every persecution against any man, the Church, mindful of the patrimony she shares with the Jews and moved not by political reasons but by the Gospel’s spiritual love, decries hatred, persecutions, displays of antisemitism, directed against Jews at any time and by anyone.”
Jewish leaders have expressed optimism for interfaith relations under Leo’s leadership.
Rabbi Noam Marans, director of interreligious affairs at the American Jewish Committee (AJC), told The Algemeiner in May that “his remarks to the Jewish people have actually been extraordinary.”
At the time, just after being elected to the papacy, Leo met with Jewish leaders and other faith representatives at the Vatican. “Because of the Jewish roots of Christianity, all Christians have a special relationship with Judaism,” he said during the meeting. “Even in these difficult times, marked by conflicts and misunderstandings, it is necessary to continue the momentum of this precious dialogue of ours.”
Before the beginning of Leo’s pontificate, Israeli-Vatican relations had come under strain due to the late Pope Francis’s statements about the war to defeat Hamas in Gaza, including his suggestion that the Jewish state was committing genocide.
There has been a recent rise in promoting antisemitism among some Catholic podcasters and social media influencers, especially on the political right. Nick Fuentes, for example, has praised Adolf Hitler and even called for the extermination of Jewish people from American civilization.
The Anti-Defamation League (ADL) wrote that Fuentes “frequently makes his support known for the Traditionalist Catholic view that rejects the Nostra Aetate, the papal document that declared that modern Jews bear no guilt for the death of Christ.”
The ADL revealed that in March 2024 on Telegram, “Fuentes wrote that he and his followers ‘rightly defend the traditional Catholic view,’ blaming Jews for ‘crucifying our Lord.’”
Nostra Aetate explicitly rejects such rhetoric, stating that the death of Jesus cannot be charged “against all the Jews, without distinction, then alive, nor against the Jews of today.” It also states that “the Jews should not be presented as rejected or accursed by God, as if this followed from the Holy Scriptures.”
Recent Catholic convert Candace Owens, who joined the church in April 2024, has also used her platforms which enable her to influence millions of followers to demonize the Jewish people. A study released in December showed how Owens and fellow podcaster Tucker Carlson boosted their anti-Israel content last year.
US Vice President JD Vance also converted to Catholicism in recent years, joining the church in 2019. Vance has disputed the rise of antisemitism on the political right and failed to counter antisemitic statements when confronted with them in public settings. On Friday, Axios published secret recordings of US Sen. Ted Cruz (R-Texas) telling donors last year that “Tucker created JD. JD is Tucker’s protégé, and they are one and the same.”
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Tim Walz: Get Anne Frank’s Name Out of Your Mouth
Former US Vice President and Democratic presidential candidate Kamala Harris and her running mate Minnesota Governor Tim Walz hold a campaign event in Eau Claire, Wisconsin, US, Aug. 7, 2024. Photo: REUTERS/Kevin Mohatt
Many Holocaust survivors I’ve interviewed have said it pains them when people compare anyone to Hitler and the Gestapo, or compare things to the Holocaust to try to get attention or make a political point.
They’ve also mentioned how people use Anne Frank’s name for political purposes, because most schoolchildren have read her diary.
Minnesota Governor Tim Walz (D), who, after a scandal involving alleged fraud in his state, announced he is not running for re-election, recently said the following: “We have got children hiding in their houses, afraid to go outside. Many of us grew up reading that story of Anne Frank…”
As January 27 is International Holocaust Remembrance Day, many, including Jews, will make false comparisons to the Holocaust, because they imagine this makes them noble and a fighter for social justice.
Anne Frank died in a concentration camp called Bergen-Belsen weeks before its liberation by British forces who found thousands of corpses and about 55,000 emaciated prisoners. The camp was of course run by Nazis. Frank hid in what was known as the annex in Amsterdam for 761 days. She had no option to be deported to another country safely, nor was she in Amsterdam illegally. She knew being discovered likely meant death.
I am sure illegal immigrants fear being deported and some legal immigrants may fear detention. Walz could have said that without invoking the name of Anne Frank. He did this because his goal is to paint Federal agents with a big red Nazi brush. It is also understandable that many are angry after a Federal agent shot Alex Pretti, with video footage showing Pretti did not brandish his gun, and Walz would be correct to rebuke Kristi Noem, Secretary of Homeland Security for her characterization of Pretti.
But it is important to know about communist propaganda.
In 1967, the Soviets realized there was a branding problem. The country regretted its support for Israel officially becoming a state in 1948, because it since had become a strong ally of America. The solution? The rebrand of Israel via Holocaust inversion.
Imagine! Those who rose from the ashes of the Holocaust had done so, only to become Nazis themselves. What a twist to the story! Israel would not be the David, but, rather, the Goliath.
It took some time, but by 1975, they passed Resolution 3379 at the United Nations, where the text stated that, “Zionism is a form of racism and racial discrimination.” Fifty years later, this effort has gone past their wildest dreams, with the help of Qatari funding. Most of the world lambasts Israel at every turn, blaming Israel as one of the world’s worst oppressors. Even those propagandists never thought there would be a day where Jews were called “Zio-Nazis.”
This is why Walz sees nothing wrong with a false Anne Frank comparison. Some Jews, blinded by their hatred of President Trump, don’t stop to think about the damage of false Nazi comparisons.
This does not mean one should not criticize any president or demand accountability. Sadly, people are captured by a narrative that is popular, and are not interested in much else.
A false comparison doesn’t strengthen a point, it only takes away credibility. When anyone makes any claim, you should ask: What is your evidence for that? If they don’t have it, you should tell them to use a correct phrase and retract a claim or characterization if it is false.
The reason false Nazi comparisons are a problem is that they have become a prominent component of antisemitism.
It is the Jewish way to fight against racism and to seek justice. But those who make false Holocaust comparisons dishonor the memories of those who died in the Holocaust.
The author is a writer based in New York.
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Soccer Clubs Around the World Mark International Holocaust Remembrance Day With Commemorative Events
FC Bayern and Munich FC Augsburg holding a poster to commemorate the Holocaust #WeRemember campaign. Photo: IMAGO/MIS via Reuters Connect
Soccer clubs around the world commemorated International Holocaust Remembrance Day on Tuesday by pledging to honor victims of Nazi persecution through campaigns, memorial events, and other gestures to show the importance of remembering the atrocities of World War II.
Germany’s professional leagues — including FC Bayern and Augsburg – held over the weekend a series of memorial events and matches across the country opened with a moment of silence dedicated to the #WeRemember campaign by the World Jewish Congress. The campaign aims to keep the memory of the Holocaust alive. This year’s Holocaust Remembrance Day marks the 81st anniversary of the liberation of the Auschwitz-Birkenau extermination camp in 1945.
Vor dem Spiel haben beide Mannschaften der Befreiung Auschwitz‘ gedacht. Im Stadion gab es eine Schweigeminute.#WeRemember #DSCKSV pic.twitter.com/U098DdMbiW
— Arminia ist wieder da (@arminiawiederda) January 23, 2026
In Italy, a commemorative ceremony in memory of Jewish Hungarian soccer player and coach Árpád Weisz was held Tuesday morning at Stadio Renato Dall’Ara and organized by Bologna FC. Those in attendance included Bologna FC CEO Claudio Fenucci, a delegation from the club’s youth sector, Bologna City Councilor for Sport Roberta Li Calzi, and Emanuele Ottolenghi, vice president of the Jewish community of Bologna.
Weisz lived in Italy and led Bologna to league and international victories. He also coached Fiorentina and Inter Milan, and was the first coach to claim Italian titles with two clubs. He additionally is credited with discovering talented players such as Giuseppe Meazza. He, his wife and two children were deported to the Auschwitz concentration camp, where they were murdered by the Nazis. He died in 1944 at the age of 47.
The FIGC, which is the governing body of soccer in Italy, is running a campaign on its official website and social media channels to commemorate the victims of the Holocaust. The campaign features an image of empty seats in a stadium, to remember those murdered by the Nazis.
“Remembering is not enough; there is an absolute need to stay aware of one of the greatest tragedies in human history,” said FIGC President Gabriele Gravina. “To know is to prevent, to fight, to protect, to respect. [Soccer], with its social impact, can serve as a powerful platform to spread messages of profound significance, especially to younger generations, who did not experience this atrocity firsthand but have both the right and the duty to understand it.”
England’s Manchester United marked Holocaust Remembrance Day by making a pledge “to listen, learn, and carry the legacies forward of the millions of innocent lives that were taken under persecution.”
The Football Association, which is the governing body of soccer in England, said in a released statement that International Holocaust Remembrance Day “is for everyone. It brings people together from all walks of life to strengthen communities and stand up against hatred and discrimination.”
“As the years pass, we’re growing more distant in time from the Holocaust and from the other, more recent genocides that are commemorated on HMD. That distance brings a risk – memory fades and the sharp reality of what happened becomes blurred, abstract, or even questioned,” the FA added. Soccer “has the power to bring people together in so many ways, can eradicate social barriers and be a force for good across communities. One of our key commitments is to do everything in our power to deliver a game free from discrimination and that will never stop, which is why IHMD is so important.”
The British club Chelsea FC hosted on Tuesday at its stadium a free exhibition, open to all visitors between 10 am and 2 pm, which highlights “the achievements, struggles, and resilience of athletes before, during, and after the Holocaust.” Visitors also learn about the role sport played in fighting against Nazi persecution, and the exhibit shares the stories of Jewish athletes persecuted under Nazi rule as well as the post-Holocaust rise of Jewish sports figures such as Mark Spitz, one of the most decorated Olympic swimmers of all time. The exhibition is produced by Yad Vashem in partnership with the Jewish Ethics Project and the soccer team’s Jewish Supporters’ Group.
Tottenham Hotspur hosted a Holocaust Memorial Day event for faith leaders and students, while Fulham FC shared on its website and YouTube channel a video of Holocaust survivor Barbara Frankiss talking to three Fulham players about her experience facing Nazi persecution and the importance of Holocaust remembrance.
We were honoured to host Haringey’s annual Holocaust Memorial Day event, uniting faith leaders and students from across our community to reflect on this year’s theme ‘Bridging Generations’.
#HolocaustMemorialDay #HMD2026 pic.twitter.com/dQIZk4VpUF
— Tottenham Hotspur (@SpursOfficial) January 27, 2026