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This Brooklyn family’s Hanukkah celebration is all over New York’s subway
(New York Jewish Week) — For photographer and Instagram blogger Mordechai Rubinstein, seeing his face plastered all over the subway this holiday season has been an unexpected delight.
Rubinstein is decidedly not a dermatologist (a la subway-famous Dr. Zizmor), nor is he hawking subscription meds or beauty products. Rather, Rubinstein is featured in Nordstrom’s prominent “Make Merry” holiday campaign, where he’s seen celebrating Hanukkah alongside his wife Sara Brown-Rubinstein and their 5-year-old daughter, Isabella.
The ads have been prominently displayed in subway and bus lines across the city. “We first saw it in the wild — we didn’t even know until people started sending us pictures,” said Rubinstein, who assumed the family photo shoot, which happened over the summer in their Greenpoint, Brooklyn home, would be used exclusively on social media. “It was a huge surprise, I don’t know how else to say it.”
The ads spotlight the family of three eating latkes and lighting the menorah together. Rubinstein — who’s known to his 127,000 Instagram followers as @mistermort and describes himself in his bio as “SHMUCK AT LARGE, GARMENTOLOGIST, ANTHROPOLOGIST, photographer, photojournalist and author” — wears a bright pink sweater over a floral shirt and mustard pants, completing the look with a green knit kippah. Meanwhile, Sara and Isabella keep it more simple, wearing a black sweater and white maxi skirt, and a blue and white dress, respectively.
Each member of the family lights their own menorah on Hanukkah, the couple said. (Courtesy of Nordstrom)
The campaign features other notable New Yorkers celebrating the holidays, including actress Christina Ricci and her hairdresser husband, Mark Hampton, and actor and singer Leslie Odom, Jr., his wife Nicolette Robinson and their two kids. (Actress Robinson is Jewish, and though the Nordstrom ads mostly focus on their family’s Christmas situation, there is also a menorah in the photos.)
“When they came to us for the project, we actually didn’t realize how public facing it was going to be,” Brown-Rubinstein, an interior designer for Ralph Lauren stores, told the New York Jewish Week. “But we love Nordstrom and everything they stand for, and we feel like we’re just a great team of people. They are always featuring such great people from different communities and we love working with them.”
For the shoot, the couple said they had nearly complete creative control — they picked out the decor, food, prayer books and outfits they would be wearing for their pretend Hanukkah party.
“Everything was kosher, obviously. It’s pretty sick to have our yarmulkes and latkes in a Hanukkah ad and not some wack pajamas,” said Rubinstein. “They [Nordstrom] let it be authentic to us.”
Even the latkes — which one observer likened to a hockey puck — are legit: they brought them in from Russ and Daughters, Brown-Rubinstein said.
“Inclusivity is important to us as a company, and we know it is something our customers value too,” Red Godfrey, vice president of creative at Nordstrom, told the New York Jewish Week via email. “Our campaign spreads cheer by showing the real human connection through warm and intimate moments shared amongst loved ones in their most personal settings.
“We aimed to capture the authenticity of real families making merry together and giving us a glimpse of what the holidays look like in their homes,” Godfrey added.
Rubinstein is part of the Lubavitch community and was raised in Rhode Island, Maryland and Brooklyn — his parents now live in Crown Heights. Brown-Rubinstein, who grew up in Connecticut, attended Modern Orthodox synagogues as a child, but now considers herself more culturally Jewish. The couple is dedicated to raising their daughter with a strong Jewish identity.
“I’m Lubavitch — I live for mivtzoim,” Rubinstein said, referring to Chabad’s outreach to less observant Jews, such as the practice of Chabad emissaries asking New Yorkers on the street if they are Jewish during Sukkot and inviting them to shake the lulav.
Rubinstein said the experience of representing and reaching out to other Jewish New Yorkers via the Nordstrom campaign felt very similar. “It’s an honor,” he said.
Alongside the ads, Rubinstein collaborated with Nordstrom to design two handmade, luxury menorahs in the shape of a car and a truck that can be purchased on Nordstrom’s website for a cool $585 and $800 each.
Mordechai Rubinstein and Sara Brown-Rubinstein live in Greenpoint with their daughter Isabella and are committed to creating a Jewish life for her. (Courtesy of Nordstrom)
The couple also curated their ideal holiday entertaining items on Nordstrom’s website, including menorahs, cutlery, dishes, and other gifts and shared their Hanukkah traditions with Nordstrom, which include making a latke recipe courtesy of Rubinstein’s sister, Chani.
Now that the eight-day holiday is officially here, the family, just like in year’s past, will light their own menorahs; eat latkes, sufganiyot and gelt; and spend time with family and friends at Hanukkah parties.
Though they have worked with Nordstrom before on a Father’s Day campaign, this is the first time the Rubinsteins have showcased their Jewish identity in such a public, outward-facing way.
“I’m like, very Jewy — I’m the most Jewish,” Rubinstein said. “I love sharing when I’m in Crown Heights with my family, or on Jewish holidays and stuff, I try to share as much as I can. But it’s not often that I get to incorporate it into work — like, never.”
“A big part of my work is documenting and capturing how people wear their clothes, so I’ll put up pictures [on Instagram] if I’m in Crown Heights or Hasidic Brooklyn. I’ll definitely photograph and post from there. But as far as modeling in a campaign like this, it’s something I’ve never really done. To be able to wear a yarmulke [in a campaign] is brand new,” he added.
Interestingly, unlike many American department stores — Macy’s, Neiman-Marcus, Bloomingdales and Bergdorf Goodman, to name a few — Nordstrom does not have Jewish roots. Founded in Seattle 1901 by Swedish immigrants who made their first fortune during the Alaskan gold rush, Nordstrom has been expanding ever since. They opened a seven-story flagship store on 57th and Broadway at the end of 2019.
“We’re proud to be a part of the community,” Godfrey said. “We’re particularly excited about the way this campaign is showing up in New York City and have received positive feedback from customers and local New Yorkers who are seeing the images on billboards, in the subway and on buses.”
For the couple, who met at a concert at now-closed Hiro Ballroom in 2007, the reactions to the ad from friends, family and strangers have also been their favorite part of the experience — a teacher at Isabella’s school called with excitement after seeing the family’s photos on the subway. Even strangers have taken to posting and tagging Rubinstein on Instagram when they see spot the ad.
“It’s really been very heartwarming, so many we haven’t spoken to in a long time have reached out,” Brown-Rubinstein said.
The family hasn’t seen the ad all together yet — Brown-Rubinstein and Isabella rarely take the subway — but Rubinstein said he travels on the train specifically so he can see it. “All I want is to get my family in front of the picture of ourselves on a city bus framed,” he said.
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How the Global Religious Landscape Changed from 2010 to 2020

Muslims grew fastest; Christians lagged behind global population increase
• Christians are the world’s largest religious group, at 28.8% of the global population. They are a majority everywhere except the Asia-Pacific and Middle East-North Africa regions. Sub-Saharan Africa has surpassed Europe in having the largest number of Christians. But Christians are shrinking as a share of the global population, as millions of Christians “switch” out of religion to become religiously unaffiliated.

• Muslims are the world’s second-largest religious group (25.6% of the world’s population) and the fastest-growing major religion, largely due to Muslims’ relatively young age structure and high fertility rate. They make up the vast majority of the population in the Middle East-North Africa region. In all other regions, Muslims are a religious minority, including in the Asia-Pacific region (which is home to the greatest number of Muslims).

• The religiously unaffiliated population is the world’s third-largest religious category (24.2% of the global population), after Christians and Muslims. Between 2010 and 2020, religiously unaffiliated people grew more than any group except Muslims, despite their demographic disadvantages of an older age structure and relatively low fertility. The unaffiliated made up a majority of the population in 10 countries and territories in 2020, up from seven a decade earlier.
• Hindus are the fourth-largest religious category (14.9% of the world’s population), after Christians, Muslims and religiously unaffiliated people. Most (99%) live in the Asia-Pacific region; 95% of all Hindus live in India alone. Between 2010 and 2020, Hindus remained a stable share of the world’s population because their fertility resembles the global average, and surveys indicate that switching out of or into Hinduism is rare.
• Buddhists (4.1% of the world’s population) are the only group in this report whose number declined worldwide between 2010 and 2020. This was due both to religious disaffiliation among Buddhists in East Asia and to a relatively low birth rate among Buddhists, who tend to live in countries with older populations. Most of the world’s Buddhists (98%) reside in the Asia-Pacific region, the birthplace of Buddhism.
• Jews, the smallest religious group analyzed separately in this report (0.2% of the world’s population), lagged behind global population growth between 2010 and 2020 – despite having fertility rates on par with the global average – due to their older age structure. Most Jews live either in North America (primarily in the United States) or in the Middle East-North Africa region (almost exclusively in Israel).
These are among the key findings of a Pew Research Center analysis of more than 2,700 censuses and surveys, including census data releases that were delayed due to the coronavirus pandemic. This report is part of the Pew-Templeton Global Religious Futures project, which analyzes global religious change and its impact on societies around the world. Funding for the Global Religious Futures project comes from The Pew Charitable Trusts and the John Templeton Foundation.
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Antisemitism in some unlikely places in America

By HENRY SREBRNIK Antisemitism flourishes in a place where few might expect to confront it – medical schools and among doctors. It affects Jews, I think, more emotionally than Judeophobia in other fields.
Medicine has long been a Jewish profession with a history going back centuries. We all know the jokes about “my son – now also my daughter – the doctor.” Physicians take the Hippocratic Oath to heal the sick, regardless of their ethnicity or religion. When we are ill doctors often become the people who save us from debilitating illness and even death. So this is all the more shocking.
Yes, in earlier periods there were medical schools with quotas and hospitals who refused or limited the number of Jews they allowed to be affiliated with them. It’s why we built Jewish hospitals and practices. And of course, we all shudder at the history of Nazi doctors and euthanasia in Germany and in the concentration camps of Europe. But all this – so we thought – was a thing of a dark past. Yet now it has made a comeback, along with many other horrors we assume might never reappear.
Since the Hamas attack on Israel on October 7, 2023, there has been a resurgence of antisemitism, also noticeable in the world of healthcare. This is not just a Canadian issue. Two articles on the Jewish website Tablet, published Nov. 21, 2023, and May 18, 2025, spoke to this problem in American medicine as well, referencing a study by Ian Kingsbury and Jay P. Greene of Do No Harm, a health care advocacy group, based on data amassed by the organization Stop Antisemitism. They identified a wave of open Jew-hatred by medical professionals, medical schools, and professional associations, often driven by foreign-trained doctors importing the Jew-hatred of their native countries, suggesting “that a field entrusted with healing is becoming a licensed purveyor of hatred.”
Activists from Doctors Against Genocide, American Palestinian Women’s Association, and CODEPINK held a demonstration calling for an immediate cease-fire in Gaza at the Hart Senate Office Building in Washington, D.C., Nov. 16, 2023, almost as soon as the war began. A doctor in Tampa took to social media to post a Palestinian flag with the caption “about time!!!” The medical director of a cancer centre in Dearborn, Michigan, posted on social media: “What a beautiful morning. What a beautiful day.” Even in New York, a physician commented on Instagram that “Zionist settlers” got “a taste of their own medicine.” A Boston-based dentist was filmed ripping down posters of Israeli victims and a professor at the University of Pennsylvania Perelman School of Medicine did the same. Almost three-quarters of American medical associations felt the need to speak out on the war in Ukraine but almost three-quarters had nothing to say about the war in Israel.
Antisemitism in academic medical centres is fostering noxious environments which deprive Jewish healthcare professionals of their civil right to work in spaces free from discrimination and hate, according to a study by the Data & Analytics Department of StandWithUs, an international, non-partisan education organization that supports Israel and fights antisemitism.
“Academia today is increasingly cultivating an environment which is hostile to Jews, as well as members of other religious and ethnic groups,” StandWithUs director of data and analytics, and study co-author, Alexandra Fishman, said on May 5 in a press release. “Academic institutions should be upholding the integrity of scholarship, prioritizing civil discourse, rather than allowing bias or personal agendas to guide academic culture.”
The study, “Antisemitism in American Healthcare: The Role of Workplace Environment,” included survey data showing that 62.8 per cent of Jewish healthcare professionals employed by campus-based medical centres reported experiencing antisemitism, a far higher rate than those working in private practice and community hospitals. Fueling the rise in hate, it added, were repeated failures of DEI (diversity, equity, and inclusion) initiatives to educate workers about antisemitism, increasing, the report said, the likelihood of antisemitic activity.
“When administrators and colleagues understand what antisemitism looks like, it clearly correlates with less antisemitism in the workplace,” co-author and Yeshiva University professor Dr. Charles Auerbach reported. “Recognition is a powerful tool — institutions that foster awareness create safer, more inclusive environments for everyone.”
Last December, the Data & Analytics Department also published a study which found that nearly 40 per cent of Jewish American health-care professionals have encountered antisemitism in the workplace, either as witnesses or victims. The study included a survey of 645 Jewish health workers, a substantial number of whom said they were subject to “social and professional isolation.” The problem left more than one quarter of the survey cohort, 26.4 per cent, “feeling unsafe or threatened.”
The official journal of the Alliance for Academic Internal Medicine concurs. According to “The Moral Imperative of Countering Antisemitism in US Medicine – A Way Forward,” by Hedy S. Wald and Steven Roth, published in the October 2024 issue of the American Journal of Medicine, increased antisemitism in the United States has created a hostile learning and practice environment in medical settings. This includes instances of antisemitic behaviour and the use of antisemitic symbols at medical school commencements.
Examples of its impact upon medicine include medical students’ social media postings claiming that Jews wield disproportionate power, antisemitic slogans at the University of California, Los Angeles (UCLA) David Geffen School of Medicine, antisemitic graffiti at the University of California, San Francisco (UCSF) Cancer Centre, Jewish medical students’ exposure to demonization of Israel diatribes and rationalizing terrorism; and faculty, including a professor of medicine at UCSF, posting antisemitic tropes and derogatory comments about Jewish health care professionals. Jewish medical students’ fears of retribution, should they speak out, have been reported. “Our recent unpublished survey of Jewish physicians and trainees demonstrated a twofold increase from 40% to 88% for those who experienced antisemitism prior to vs after October 7,” they stated.
In some schools, Jewish faculty are speaking out. In February, the Jewish Faculty Resilience Group at UCLA accused the institution in an open letter of “ignoring” antisemitism at the School of Medicine, charging that its indifference to the matter “continues to encourage more antisemitism.” It added that discrimination at the medical school has caused demonstrable harm to Jewish students and faculty. Student clubs, it said, are denied recognition for arbitrary reasons; Jewish faculty whose ethnic backgrounds were previously unknown are purged from the payrolls upon being identified as Jews; and anyone who refuses to participate in anti-Zionist events is “intimidated” and pressured.
Given these findings, many American physicians are worried not only as Jewish doctors and professionals, but for Jewish patients who are more than ever concerned with whom they’re meeting. Can we really conceive of a future where you’re not sure if “the doctor will hate you now?”
Henry Srebrnik is a professor of political science at the University of Prince Edward Island.
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The 2025 Toronto Walk (and talk ) for Israel

By GERRY POSNER There are walks and then there are walks. The Toronto UJA Walk for Israel on May 25, 2025 was one of a kind, at least as far as Canada and Jews are concerned. The number of people present was estimated to be 56,000 people or 112,000 total shoes. (How they get to that number is bewildering to me, since there is no one counting). This was 6,000 more than last year. Whether it is true or not, take it from me, it was packed. The synagogues in Canada should be so fortunate to get those numbers in total on High Holidays. The picture here gives you a sense of the size of the crowd.

This was my first walk in Toronto for Israel and I was with my granddaughter, Samantha Pyzer (not to forget her two friends whom she managed to meet at the site, no small feat, even with iPhones as aids). The official proceedings began at 9:00 a.m. and the walk at 10:00 a.m. There was entertainment to begin with, also along the way, and at the finish as well. The finish line this year was the Prosserman Centre or the JCC as it often called. The walk itself was perhaps 4 kilometres – not very long, but the walking was slow, especially at the beginning. There were lots of strollers, even baby carriages, though I did not see any wheelchairs. All ages participated on this walk. I figured, based on what I could see on the faces of people all around me that, although I was not the oldest one on the walk, I bet I made the top 100 – more likely the top 20.
What was a highlight for me was the number of Winnipeggers I met, both past and present. Connecting with them seemed to be much like a fluke. No doubt, I missed la lot of them, but I saw, in no particular order (I could not recall the order if my life depended on it): Alta Sigesmund, (who was, a long time ago, my daughter Amira’s teacher), Marni Samphir, Karla Berbrayer and her husband Dr. Allan Kraut and family. Then, when Samantha and I made it to the end and sat down to eat, I struck up a conversation with a woman unknown to me and as we chatted, she confirmed her former Winnipeg status as a sister-in- law to David Devere, as in Betty Shwemer, the sister of Cecile Devere. I also chanced upon Terri Cherniack, only because I paused for a moment and she spotted me. As we closed in near the finish, I met ( hey were on their way back), Earl and Suzanne Golden and son Matthew, as well as Daniel Glazerman. That stop caused me to lose my granddaughter and her pals. Try finding them amid the noise and size of the crowd – but I pulled it off.

As I was in line to get food, I started chatting with a guy in the vicinity of my age. I dropped the Winnipeg link and the floodgates opened with “ Did I know Jack and Joanie Rusen?” So that was an interesting few minutes. And I was not too terribly surprised to come across some of my Pickleball family. All of these meetings, along with spotting some of my sister’s family and other cousins, were carried on with the sound of the shofar as we moved along the way. In short, this was a happening. Merchants selling a variety of products, many of them Israeli based, were in evidence and, of course, the day could not have ended without the laying of tefillin, aided by Chabad, who have perfected the procedure to take less than a minute. See the photo. Chabad had a willing audience.
Aside from the joy of sharing this experience with my granddaughter, the very presence of all these Jews gathered together for a common reason made this day very special to me. However, there was a downside to the day. The downside was that, as we began to walk back to our car there was no other way I could figure out how to return when the rains came and came. While we walked faster, we were impeded by pouring rain and puddles. But Samantha wanted to persevere, as did I. We made it, but were drenched. My runners are still drying out as I write this two days later.
What with being surrounded by 56,000 people, the noise, the slow walking, and the rain, I can still say the day was a real highlight for me – one of the better moments since our arrival in Toronto in 2012. As well as the photos we took along the way, I have the reminder of the day, courtesy of the UJA, as evidenced from the photo. It was not just the walk, but the talk that accompanied the walk that made it so worthwhile for me. I would do it again, minus the rain.