Millions View the Rebbe’s Message on Lighting Shabbos Candles

Millions have viewed a vibrant social media campaign commemorating the 50th anniversary of Mivtza Neshek, the initiative of the Rebbe encouraging women and girls of all ages to light candles before Shabbos and Jewish holidays. Full Story, Video

October 1, 2024 – 28 Elul 5784

By COLlive reporter

In these final days of the year, with our hearts and minds focused on the happenings in Israel, a vibrant social media campaign has taken flight, commemorating the 50th anniversary of Mivtza Neshek, the initiative of the Rebbe launched in 1974 encouraging women and girls of all ages to light candles before Shabbos and Jewish holidays.

The ‘HomeofLight’ campaign, a campaign about the Rebbe’s call to women and girls to light Shabbos and Yom Tov candles, was spread via social media, teaching about this important Mitzvah by leveraging the power of social media to connect with a diverse and broad audience.

The campaign continues to grow as more social media users join the conversation. To date, 81 influencers of all types of backgrounds have participated, with follower counts ranging from 3,500 to 390,000. Hundreds of other accounts have contributed to the effort as well, amplifying the message even further.

Comments across social media platforms ranged from emotional to thankful, with many responding they would be joining by lighting Shabbos and Yom Tov candles this High Holiday season.

“This is very emotional for me. It’s been decades since I have lit Sabbath candles. Thank you, I know what I need to do. I need to do this,” wrote marcia.yorkmanmarchese.

“Inspiring me to light candles this week! Let’s do it,” wrote shaylaur.

“I did this growing up even though my family is not Chabad and I cannot wait until my daughter is old enough to light as well, beautiful picture! Shabbat shalom,” wrote sarahsdiamond.

In all, the campaign has successfully reached over 3,000,111 Instagram users, organizers estimated.

“The campaign exposed over 3 million people to the Rebbe’s message of what has become known as the ‘Neshek (an acronym for Neirot Shabbos Kodesh) campaign,'” organizers said. “This impact is even more significant when considering additional exposure on platforms like TikTok, Facebook, and Twitter, where metrics are still being compiled.”

Many of the influencers who posted in advance of Friday, 24 Elul, focused on it being the last Shabbos of the year and that it coincided with 50 years since the launch of the Rebbe’s initiative.

Some brought attention to the way the Yomim Tovim are observed this year on the calendar with continuous lighting of Yomtov and Shabbos candles three consecutive nights – two nights of the holiday and then for Shabbos. This occurs three times this year – for Rosh Hashanah, Sukkot, and Shemini Atzeret/Simchat Torah.

When this timing occurred, the Rebbe would speak about this being a triple “Chazakah” – a sign of strength – of light and holiness, and would encourage the reaching out to women and girls to light candles during this upcoming Yom Tov season.

“As we approach Rosh Hashanah, let’s keep the momentum of this campaign growing,” organizers said. “Join us and spread the word to your family, friends, and acquaintances to add more light to the world.”