Why is Chabad Distributing Arks?

By COLlive reporter

Arks – here! Arks – there! Arks are showing up everywhere!

A campaign by Chabad House Johannesburg to encourage South Africans to act kindly is gaining steam with one of the country’s leading advertising agencies getting behind the project.

Award winning firm Network BBDO has signed on to the “Change Our World for Good” campaign, inspired by the Rebbe‘s message to a CNN reporter that Moshiach is ready to come, and all that is needed is for us to “increase in acts of goodness and kindness.”

What started just over a year ago as a program to get 57,750 people to increase in acts of goodness and kindness is now becoming a national program spanning from children in primary schools all the way through to senior citizens.

The Acts of Random Kindness (ARK) program developed by Chabad Rabbi David Masinter has created ark shaped charity boxes that were distributed across the community, in addition to a number of other initiatives.

“There’s a teaching that if someone does bad, speaks it or even thinks it, negative energy is created. On the other hand, if one does good, speaks good or even just thinks good, positive energy is created,” he told The Star newspaper.

“Events so far this year have proved that there’s a need to fight for change, to break through the often overwhelming dispair and hopelessness of people and communities. Let’s all shine a light where there is none,” the rabbi added.

This year, the goal is to distribute 1 million arks, in the form of both paper envelopes and the original plastic penny bank-like arks. These will be given out in schools, offices and retirement homes.

Participants are encouraged to fill their arks with spare change and donate it to a charity of their choice or to someone less fortunate they meet on a street corner.

Mike Shalit, Executive Creative Director of Network BBDO, will be personally overseeing the fully comprehensive advertising campaign that includes print, outdoor, radio and TV advertising.

PHOTOS:

South Africa’s Former Deputy President Kgalema Motlanthe holding his ARK, accompanied by Zev Krengel – Immediate past President of the SABJD and CEO of Africa Spice, and Rabbi David Masinter – Director Chabad House Johannesburg

Left: Zev Krengel – I President of the South African Board of Jewish Deputies and CEO of Africa Spice
2nd from right: Rabbi David Masinter – Director Chabad House Johannesburg
Right: Ambassador Ronald Lauder, prominent Businessman, Philanthropist and President of the World Jewish Congress