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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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He organized World Cup viewings in Gaza. Then an Israeli airstrike killed him
Soccer is a universal language. Billions of people around the world watch the game, which means that soccer fans everywhere can appreciate someone like Mohammed al-Wahidi, who enabled others to participate in that shared global experience.
Al-Wahidi was a Palestinian aid worker who organized public screenings of the FIFA World Cup in Gaza. He’s emerged from anonymity for the worst reason: An Israeli airstrike killed him last week, while he was on his way to watch a screening of the knockout stage match between Argentina and Egypt.
With the world’s attention focused on the World Cup in North America, al-Wahidi’s killing briefly brought Gaza back into the global frame.
For the people of Gaza who attended the screenings organized by al-Wahidi, World Cup matches offer a brief respite from the daily struggle to survive, the loss of loved ones, and the absence of any political horizon of hope. Cheering for Egypt against Argentina could not end Gazans’ suffering, but it provided a much-needed moment of escape. Until it didn’t.
It’s common to hear that “politics has no place in sports” — although frequently the governments and sporting institutions that make this claim, while recognizing soccer’s symbolic power, are really arguing that sports should not be used to advance political goals they oppose.
Al-Wahidi’s death made headlines because that refrain simply isn’t true. In fact, it’s both legitimate and necessary to politicize al-Wahidi’s death even further.
In reporting on al-Wahidi’s death, mainstream media outlets — including the BBC, The New York Times, and The Los Angeles Times — situated it within its broader context. They reminded readers that he was only one of more than 1,000 Palestinians killed by Israel since a ceasefire was announced 10 months ago. His death became an opportunity to highlight that, for Palestinians in Gaza, the so-called ceasefire has amounted to little more than a reduction in the scale of daily killing and ongoing dispossession.
At the same time, some Israeli officials have openly declared their intention to promote what they call the “voluntary migration” of Palestinians from Gaza. Violence against Palestinians — including the killing of al-Wahidi — is a central mechanism for creating the conditions under which such migration becomes possible.
The politics of soccer
The chronology of state violence and the chronology of soccer usually unfold independently, but at times they intersect. When they do, that intersection reveals soccer’s symbolic power, which manifests itself in diverse — and sometimes contradictory — ways.
In 2024, an Israeli airstrike killed Hani al-Masdar, an assistant coach of the Palestinian men’s Olympic national football team, earning an outpouring of international mourning. Both al-Wahidi and al-Masdar were humanized because of their publicly visible connection to soccer. Unlike most Palestinian victims, they had their names and faces shared broadly in Western media, and their deaths briefly resonated far beyond Gaza.
But they’re among more than 900 Palestinian athletes and coaches killed by Israel since October, 2023. The fact that most of us have only heard two of their names, at most, is a tragedy.
Israel has long turned to soccer as a public relations instrument, a way to divert international attention from the long-term process of Palestinian dispossession.
As one senior Israeli minister said after inviting the Argentine team, with star Lionel Messi, to play in Israel in 2018: “When we fight over moving embassies to Jerusalem, there is no question. One of the most popular players in the world, who has billions of followers—surely, it is the right thing to see him playing in Jerusalem. What better public relations tool do we have?” (The match was eventually cancelled, after pushback from pro-Palestinian parties.)
FIFA has occasionally lent credibility to these efforts. Despite the fact that official United Nations bodies have described Israel’s actions in Gaza as genocide, and that Israeli and international human rights organizations have documented systematic abuses against Palestinians, FIFA has declined to apply the same standard to Israel as it has to other countries, like Russia, which it suspended in 2022 following the full-scale invasion of Ukraine. In doing so, it has contributed to the normalization of violence against Palestinians.
In an awkward attempt to appease critics, FIFA even proposed that an under-15 match between Israel and Palestine serve as the opening fixture of a new global youth tournament in the United States this September — a proposal that many Palestinians regarded as adding insult to injury.
Palestinian activists, by contrast, have made calls for soccer-related sanctions against Israel an important component of efforts to raise international awareness of the Palestinian struggle for justice. One of their most notable successes came in 2018, when they persuaded Argentina to cancel that planned friendly match against Israel in Jerusalem. Although repeated attempts to suspend Israel from international soccer have so far failed, such efforts are likely to continue.
The possibility of sporting sanctions
Israel has faced few meaningful consequences for these policies, and without sustained international pressure, like in South Africa decades ago. they are unlikely to change. One possible form of such pressure is the imposition of sporting sanctions — a prospect that, for understandable reasons, Israeli officials have worked hard to prevent.
But as long as it doesn’t seriously consider those sanctions, the international sporting community sends the message that there is no meaningful price for the continuous and systematic violation of Palestinian human rights.
Al-Wahidi dedicated himself to bringing the world’s game to Gaza. The symbolic significance of his death should now help bring the world’s attention to Gaza — and to the question of whether Israel should continue to enjoy the privileges of international sport while denying Palestinians their most basic rights.
The post He organized World Cup viewings in Gaza. Then an Israeli airstrike killed him appeared first on The Forward.
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A radical idea to bridge Chicago’s Black and Jewish communities
I have strong Southern roots. Both sets of my grandparents, with the exception of my Philadelphia-born maternal grandmother, were descendants of enslaved people who later became sharecroppers. I visited the South often as a child, and being different in a place like that could be difficult. There was no Black Jewish community there at the time. I was usually its sole representative.
Or so I thought.
I was a teenager when I first learned about Julius Rosenwald‘s philanthropic efforts that helped build thousands of schools for Black children throughout the rural South, including many of the places I grew up visiting. After that, I began looking for Rosenwald schools whenever I traveled. I was always happy to find them. They were old and mostly dilapidated, but somehow still seemed to quietly defy time and the elements.
This was the first time I remember understanding how Black people and Jews could do meaningful work together. Those faded clapboard buildings, once whitewashed and full of possibility, had housed the education system that helped generations of Black children and laid part of the groundwork for the civil rights movement that would follow.
I was born in the late 1970s. I have no memory of the storied alliance between Blacks and Jews during the civil rights era. By the time I came along, much of that coalition had faded, and people were already asking how those bridges might be rebuilt.
I never experienced the Black-Jewish relationship that the teachers and staff at my Jewish day school recalled so fondly. But whenever I traveled through the South, I saw those schools. They stood as proof that the two communities I come from had once worked together to accomplish something extraordinary. They filled me with hope and pride, and with the certainty that if it happened once, it could happen again.
That is why, at a time when antisemitism and racism are once again on the rise, I find myself returning to the example set by earlier generations of Jewish philanthropists and community leaders. They understood that investing in Black communities was not simply an act of charity. It was an act of solidarity. They recognized that prejudice thrives when people remain strangers to one another, and that real change requires shared investment in a common future.
Today, we find ourselves confronting many of the same challenges. Distrust is growing. Division is growing. Fear is growing.
Which is why I want to build a Jewish Community Center on the south side of Chicago.
Not in a neighborhood where many Jews already live, but in a neighborhood where they can come to build new relationships, and new solidarity. A neighborhood where children from the two communities I hold in my heart can grow up seeing one another as neighbors instead of strangers.
The groundwork for this kind of bold community building is already in place. More than a decade ago, I started Mothers and Men Against Senseless Killing on the south side, as a response to violence, hopelessness and despair. From the beginning, that work was shaped by Jewish values, and Jews from across the Chicagoland area have stood alongside me in that work.
What began as an effort to keep children safe, based on the corner of 75th Street and Stewart Avenue, has evolved into an open air community center where children receive hot meals after school, where they can play safely throughout the summer, and where parents can find diapers, formula and other necessities for their families.
Our corner has also become a place where we can have open and sometimes difficult conversations about race, and life in America. Those conversations are often also about Judaism. We host Yom Kippur services, Passover seders, and an annual Christmahanukkwanzukah toy giveaway.
This corner has become an oasis that welcomes both Black people and Jews, and of course Black Jews, and invites them to spend time together.
I grew up watching my friends go to the JCC, even though my family could never afford it. It was important to me that my own children had that experience. At a JCC far from the neighborhood where we live, they deepened their Jewish identities, learned to get along with people different from themselves, got exercise, and made lifelong friends.
It’s time to bring that opportunity to the area where we live, and where MASK has already begun to serve some of the purposes that JCCs often fill — primarily that of giving children a safe place to learn and play.
It’s time to take things to the next level. We need a place where Black and Jewish families can gather with intention to build more communal services that help us all. Yes, we need bridges between our communities.But those bridges also need to lead somewhere. And I cannot think of a better destination than a place where Black and Jewish children can learn, grow, and build a future together.
The post A radical idea to bridge Chicago’s Black and Jewish communities appeared first on The Forward.
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Fight wildfires and other climate crises with this spiritual guide to catastrophe
As smoke from Canadian wildfires blankets much of the Northeast and Midwest in a hazy fog, some Jews are observing this Tisha B’av by mourning a different kind of destruction: that of a planet in crisis.
Tisha B’av, the saddest day on the Jewish calendar that commemorates the destruction of the First and Second Temples, deals with themes of grief and resilience relevant to today’s climate crisis, said Rabbi Laura Bellows, director of spiritual activism and education at Dayenu: A Jewish Call to Climate Action.
In advance of Tisha Ba’av, Dayenu this week released a spiritual guide for the aftermath of extreme weather — including floods, storms, heatwaves and fires. It was a grim coincidence, Bellows said, that the guide’s publication coincided with a time when those prayers would be of particular use.
“The grief is real,” Bellows said. “Jewish tradition is really good at encouraging us not to ignore it, but actually to make space and time to be with that grief.”
The guide includes an adapted version of Mi Shebeirach, the prayer for healing, written by Rabbi Daniel Scher at Kehillat Israel in the Palisades. Scher wrote the prayer for his congregation after wildfires caused significant smoke damage to the synagogue’s building, leading it to close for several months. Roughly 250 synagogue members — and all three clergy — lost their homes.
“The fire has seared through our homes and hopes, yet we stand together in our pain, trusting that new life can blossom in our midst,” the prayer reads.
Other texts in the guidebook offer hope for rebuilding. Rabbi Zoe Klein of Temple Isaiah in Los Angeles adapted the daily prayer, “May it be your will that the Temple be speedily rebuilt in our own time,” into a plea for wildfire survivors: “May it be Thy will that homes be rebuilt in our own time.”
Another ritual offers a hand-washing ceremony for survivors of water-related natural disasters. Participants wash their hands and recite the Birkat HaGomel, a prayer traditionally said after surviving a life-threatening event.
It’s not the first year rabbis have linked the climate crisis to Tisha Ba’av. More than a decade ago, Rabbi Tamara Cohen, chief of program and strategy at the Jewish youth group Moving Traditions, co-wrote “Eikha for the Earth,” which adapts the Book of Lamentations traditionally read on Tisha Ba’av as a “lament for the Earth.”
“Checkerspot butterflies flee their homes; polar bears can find no rest. Because our greed has heated Earth,” the text reads.
The adapted text aims to “welcome in Jews who are not so connected to the idea of mourning for the ancient temple, which doesn’t necessarily move lots of people today,” Cohen told the Forward.
But the timing of this year’s Tisha B’av makes the text feel eerily relevant, she said, pointing to the line “forest fires reach down and spread like fury.”
Jakir Manela, CEO of the nonprofit Adamah, which leads immersive Jewish experiences grounded in nature, said he’s also feeling particular grief for the earth this Tisha B’av. Manela lives in Baltimore, where he and his kids have been unable to go outside due to the unhealthy air.
“This is destruction in front of our very eyes, and affecting the largest population centers on the planet,” Manela said. “If folks have trouble connecting with Tisha B’av and the grief and mourning that it calls us to do, maybe this year is the time when it will hit home.”
The post Fight wildfires and other climate crises with this spiritual guide to catastrophe appeared first on The Forward.

