This piece first appeared on The Sisterhood blog at the Forward.
No, your eyes aren’t deceiving you. Up there amid all the sports stars, movie actors and underwear models, those are the faces of Jewish Orthodox feminists gazing down at you from a billboard in Times Square on Wednesday.
For one day only, the countenances of five individuals who have advanced the cause of Orthodox feminism will be flashed on a screen above the entrance to the W hotel on the southwest corner of 47th St. and Broadway. The Jewish Orthodox Feminist Alliance is behind the spectacle.
“JOFA is proud to be able to mark the important achievements of Orthodox feminism in this quintessentially New York way,” said JOFA executive director Elana Maryles Sztokman. “If you’ve made it to Times Square, you know that you’re doing something important.”
Timing will be key to seeing the billboard, as it will flash only once per hour at exactly 20 minutes past the hour on November 13. JOFA supporters will convene near the TKTS steps in Times Square at noon to look up at the billboard en masse and celebrate the achievements of the figures portrayed.