Exactly fifty years ago, on Chof Cheshvan 5736 (1975), the Lubavitcher Rebbe delivered a sicha that forever transformed the way we understand chinuch—Jewish education.

In that sicha, the Rebbe told the story of the Rebbe Rashab as a young child who came crying to his grandfather, the Tzemach Tzedek, asking:
“Why did Hashem appear to Avraham—and not to me?”

The Rebbe explained that this story marks the beginning of a new era in chinuch: a generation of children who don’t serve Hashem merely for rewards or praise, but because they deeply yearn for Elokus—to truly feel and see Hashem’s presence in their lives.

Today, fifty years later, Merkos Chinuch Office and Tzivos Hashem Headquarters have joined together to commemorate this historic milestone—launching a global campaign that brings the Rebbe’s vision to life in a real and transformative way.

A Powerful New Music Video

In honor of the sicha’s 50th anniversary, a moving new music video has been produced—dramatizing the story of the young Rebbe Rashab and the timeless message it embodies: that every Jewish child can, and should, yearn for a genuine and personal connection with Hashem.

The video will premiere at a global Tzivos Hashem Rally, marking not only the anniversary of the sicha, but also the beginning of an extraordinary year dedicated to Mivtza Chinuch—a year to ignite within every child the Rebbe’s call: to learn it, live it, and teach it.

Stay tuned for exciting updates from the Merkos Chinuch office and Tzivos Hashem.