Mitzvah Campaigns

Mitzvah Campaigns, or Mivtzo'im (Hebrew: מבצעים‎) refer to the various mitzvah campaigns launched by the Lubavitcher Rebbe, Rabbi Menachem Mendel Schneerson, for observance by all Jews. During the years 1967 to 1976, Rabbi Schneerson called all Jews to observe ten basic "beginner's mitzvot"— which, because of their centrality to the Torah's guide to life, are ideally suited for a first experience of the mitzvah connection. In the years that followed there were campaigns for additional mitzvot as well.

Rabbi Schneerson urged all Jews to reach out to those less affiliated than themselves and encourage them to undertake specific practices of Judaism.

Additionally, Rabbi Schneerson called for numerous other campaigns. Some were related to the holidays in that time of year:

Others campaigns applied all year round:

Rabbi Schneerson encapsulated his outreach activity in the slogan of "Uforatzto" (Heb. ופרצת) "you shall spread out." The origin of this phrase is in God's words to Ya'akov, "You shall spread out to the west, to the east, to the north, and to the south." Rabbi Schneerson would use it in a borrowed sense to refer to the global scale of the outreach activities that he was calling for.

Rabbi Schneerson's general outreach activity began already in the early years of leadership, but was accelerated with the call for encouraging these specific practices.

The first Mitzvah Campaign was the Tefillin campaign, an international campaign by Chabad Hasidim to influence all male Jews, regardless of their level of religious observance, to fulfill the mitzvah of Tefillin (phylacteries) daily. Rabbi Schneerson announced this campaign two days before the outbreak of the Six Day War, on June 3, 1967. After the victory of the Six Day War and the liberation of the Western Wall, Rabbi Schneerson intensified this call, and his Hasidim gave hundreds of thousands of Jews the opportunity to don tefillin, many for the first time.

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