NJ sees growing billboard advocacy
Religious organizations spend to spread message
By: Dena Yellin
NorthJersey.com
USA Today Network - New Jersey
..... Bright colored billboards with catchy slogans have become a staple along New Jersey's commuters.
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Many of them are aimed at saving the souls of New Jersey communities.
..... The practice dubbed "billboard evangelism" has been driven by religious organizations that are willing to spend hefty sums of cash to spread their Gospel and encourage drivers to reflect on their spiritual lives.
..... The signs span a spectrum of religious beliefs and often come from out-of-state- groups. Some have sparked controversy.
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Last month, [08/2026] a plethora of red-and-white billboards promoting "Jews.com" began appearing across about 70 locations in New York and New Jersey. The campaign was launched by Michigan-based Discovering the Jewish Jesus, a Christian missionary group led by Rabbi Kirt Schneiderr, who also hosts a religion-based TV show.
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Schneider grew up in a traditional Jewish home in Ohio and celebrated a bar mitzvahs, but said he experienced a supernatural vision of Jesus at age 20, which led him to become a Messianic Jew. He has since devoted his life to urging other Jews to accept Jesus as the Messiah. But his billboard campaign has sparked blow-back.
..... Critics accuse him of deception, arguing that he sues traditional Jewish imagery to lure other Jews into Christianity.
..... Jason shames from the Jewish Federation of Northern New Jersey said: "Everyone has the right to practice their religion and express their beliefs. From the perspective of the =mainstream Jewish community, however, belief on Jesus as the Messiah is not part of Judaism. when a message like this is presented in a community with a significant Jewish population, it understandably raises concerns about the impact of that message on the Jewish community."
..... Schneider admits he has an uphill battle, noting that he faces hostility from antisemitism as well as Jewish communities. But the billboards have certainly generated attention. Since their signs went up this summer, [2026] organizers says the associated website has drawn approximate 237,000 visits.
..... Other religious billboards around the state include those funded by Christian Aid Ministries, which are visible on Route 208 and on the New Jersey Turnpike. They encourage commuters to reflect on their creator. Founded in 1981 by Amish and conservative Anabaptist groups, the Ohio-based nonprofit invests more than $5 million annually into highway evangelism.
..... According to Jeff Nisly, the organization's manager of billboards, the group's primary number directing gospel. The signs feature a phone number directing callers to recorded sermons or live representatives, a strategy he says successfully draws about 180 inquiries daily from curious drivers.
..... A billboard funded for the American Atheists when the Super Bowl came to MetLife Stadium in January 2014 featured a priest holding a football and said: "A 'Hail Mary' only works in football. enjoy the game!"
..... And a sign featuring the slogan "Muslims Love Jesus" popped up on highways in New Jersey and other sites in 2023. It was funded by GainPeace, a nonprofit whose objective is to educate the public about Islam.
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Meanwhile, other current highway campaigns focus on pride and politics. JewBelow, a Montclair-based nonprofit that fights that fights antisemitism, is well-known for its magenta sings featuring punchy taglines like, "Begin woke and antisemitic is like being a vegan who eats veal."
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The group originally focused on making Judaism more approachable for those who feel disengaged from their Jewish heritage. But following the rise of hate incidents against Jews, globally, the organization expanded its focus into fighting antisemitism. Its striking hot-pink sings are designed to draw the attention of commuters and pedestrians.
..... Some of their slogans are humorous while others feel more ominous. But at least one drew criticism: Following the October 7, 2023 attack, the group faced backlash for a Route 80 billboard reading, "Oh, don't be naive,. Hamas would chop your head off too," which was ultimately taken down due to the controversy.
..... Drivers on Route 4 are currently getting an uplifting greeting thanks to a newly unveiled Rosh Hashanah billboard hat is spreading holiday cheer for the Jewish new year.
..... The sign, sponsored by the Chabad of Hackensack and Lamar Adverting, features a pair of smiling children at a festive table, wishing passerby a Shana Tova, Hebrew for good year.
..... Rabbi Mendy Kaminker of the Chabad of Hackensack said the goal of the sign was to promote Jewish pride at a time when there's too much negativity and hatred in the world. "we wanted to focus on the joy of Judaism, and bring a smile to peoples' face," he said, adding that he's already received a lot of positive reactions to the message.
..... "This is what we need," he said. "More joy!"