ח׳ ניסן ה׳תשפ״ו | March 26, 2026
Viral Boro Park Initiative Aims Matza for Unaffiliated Yidden
A viral video released by a Boro Park initiative is making waves across frum media, challenging everyday Jews to hand-deliver shemurah matza to unaffiliated friends, neighbors, and coworkers this Pesach. The flashy clip shows chassidishe yidden approaching bus drivers, dentists, and mechanics, proving that finding a fellow yid to gift with matza is easier than you think.
A new video released by the “Yehi Ohr” initiative has gone viral across frum media, this time encouraging participants to distribute matzos to Jewish friends, neighbors, and associates who are not yet frum, sharing with them the joy and mitzvos of Pesach.
The flashy video shows yidden dressed in traditional chassidishe levush approaching fellow Jews in everyday settings, whether a bus driver, dentist, warehouse worker, shoemaker, or mechanic, demonstrating how anyone can find someone to gift with matza.
The initiative follows a successful Chanukah launch, when hundreds participated by distributing menorahs to fellow Jews, and a Purim follow-up where many spent the day meeting with friends, acquaintances, and fellow Jews to help them fulfill the four mitzvos of the day.
“As we gather around our beautifully set seder tables, surrounded by the warmth of family and the richness of tradition, it’s easy to forget that many of our fellow Yidden have never experienced the magic of Pesach,” Yehi Ohr says. “This Yom Tov, you have the power to change that.”
The video encourages joining the Yehi Ohr initiative and sharing a beautifully designed Pesach package, complete with shemurah matzah and a seder plate, with a Jewish neighbor, coworker, or friend who may not celebrate the yom tov.
Packages are available at all major shuls and groceries throughout Boro Park.
“Let’s open a door, extend a hand, and bring the light of Pesach into another Yid’s home. Yehi Ohr — let there be light.”
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COMMENTS
The rent Rebbe said that there’s no such thing as ana Jew who is ” unaffiliated”
The Rebbe said that there’s no Jew is “far” and on another occasion, that there is no Jew “without any Jewish background” (since he is a descendant of the Avos etc.). Unaffiliated is simply how they identify themselves and who they associate with. There are many Jews who unfortunately don’t affiliate with Yiddishkeit.