“Hear, O Israel: The Lord our God, the Lord is one. You shall love the Lord your God with all your heart and with all your soul and with all your might. And these words that I command you today shall be on your heart. You shall teach them diligently to your children, and shall talk of them when you sit in your house, and when you walk by the way, and when you lie down, and when you rise. You shall bind them as a sign on your hand, and they shall be as frontlets between your eyes. Deuteronomy 6:4-9 (The Israel Bible™)
A revolutionary campaign under the title “Mezuzah Week in Tel Aviv” has recently been launched by the Central Chabad of Tel Aviv, where residents will be able to check the mezuzahs of their homes free of charge and purchase kosher mezuzahs if theirs are not.
Rabbi Joseph Gerlitzky, the Lubavitcher Rebbe’s chief emissary to Tel Aviv-Jaffa, says that the goal of the campaign is to ensure that every Jew in the city of Tel Aviv-Yafo is given the opportunity to be protected and secured by checking mezuzahs and installing kosher ones.
“Mezuzah is one of the most beloved mitzvot of all the Jewish people throughout the ages. It is a testimony and declaration that Jews live here proud of their Jewishness and the tradition of their forefathers,” says Rabbi Gerlitzky. “Sometimes, out of lack of awareness or lack of time, there are those who still do not have kosher mezuzahs in their homes. That is why we initiated the [program] in Tel Aviv—to give everyone the opportunity and awareness of this issue of kosher and meticulous mezuzahs.”
As part of the campaign, huge advertisements have been placed on buses in Gush Dan, via social media and in the mail for hundreds of thousands of metro-area residents.
More than 35 Chabad centers throughout the city and its neighborhoods are participating. Homeowners can approach the nearest outpost, mezuzahs in hand, for free inspection with a certified scribe. They can also purchase new mezuzahs with a subsidy of 25 percent off the price.
Already, one day after the start of the campaign, Chabad reported a “flood” of calls to the special center set up by Central Chabad for residents who want to have their mezuzahs checked and/or order new ones at the special price.
“No Jew will not be left behind,” goes the campaign. “Everyone can participate in the spiritual revolution of Tel Aviv.”