NEW YORK (VINnews) — Chabad-Lubavitch has launched a new billboard campaign across New York City promoting Jewish pride and identity, saying it aims to respond to rising antisemitism with messages of confidence, joy and Jewish continuity.

The campaign, titled “Born to Be a Yid,” features billboards showing joyful scenes of Jewish life, including children wearing yarmulkas and tzitzit playing together and a bride and groom celebrating beneath a chuppah. One billboard overlooks the Third Avenue Bridge and the FDR Drive, while another is displayed near Staten Island Borough Hall and the St. George Ferry Terminal. A digital billboard is also scheduled to appear in Times Square.

Each billboard directs viewers to Chabad.org/JewishAndProud, where visitors can learn more about Judaism and Jewish identity.

Rabbi Motti Seligson of the Chabad-Lubavitch Media Center, who directed the campaign, said the goal is to emphasize Jewish pride rather than fear.

“The public knows all too well about the challenges we face,” Seligson said. “We wanted to go in a different direction, one that is confidence-inducing and joyful.”

The campaign comes as Jewish organizations have reported increased incidents of antisemitism in New York City and across the United States following the Oct. 7, 2023, Hamas attack on Israel and the ensuing war in Gaza. Many communal responses have focused on security measures, public advocacy and combating antisemitism directly.

“We’re speaking privately to fellow Jews, and we’re happy for others to listen in,” Seligson said. “When they do, they see Jews who are proud of themselves. That earns respect.”

The current campaign’s creative direction was led by copywriter Avi Webb and designer Chana Snyder. Organizers said the principal donor funding approximately $200,000 worth of billboard advertising asked to remain anonymous, while businessman Yossi Popack and Chabad of the United Arab Emirates also helped develop the project.

Seligson said organizers have already reserved billboard locations in Florida and are seeking partners to expand the campaign to additional cities across the United States.