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Excuse Me, Are You Jewish?: The Lulav Campaign Turns 70

In September of 1953, the Rebbe’s chief secretary, Rabbi Chaim Mordechai Aizik Hodakov, summoned two yeshivah students into his office with a new directive from the Rebbe. “He told us that we should arrange that on Sukkot, we should go out into the streets with a lulav and etrog and also gather children in the Sukkah, and help them make the blessing on the etrog … ”