A billboard campaign in New York City's iconic Times Square has ignited a fierce public debate after displaying messages that proclaimed 'Jesus is Palestinian' in the lead-up to Christmas.
Campaign Aims and Immediate Backlash
The digital billboards, launched by the American-Arab Anti-Discrimination Committee (ADC), featured two primary messages. The first simply stated, 'Jesus is Palestinian. Merry Christmas.' The second displayed a verse from the Quran announcing the birth of Jesus, accompanied by 'Merry Christmas' in both Arabic and English.
The ADC stated the campaign was intended to raise awareness about the ongoing conflict in Gaza and to highlight the geographical origins of Jesus Christ, who was born in Bethlehem, now part of the occupied West Bank. However, the display was swiftly branded as 'embarrassing', 'inflammatory', and 'divisive' by tourists and social media users alike.
Historical Accuracy and Accusations of Provocation
Critics were quick to challenge the billboard's historical claims. Many pointed out that Jesus was Jewish and that the region was known as Judea under Roman rule at the time of his birth, not Palestine. Social media users accused the ADC of 'political branding' and argued the message was needlessly provocative during a season associated with peace.
'It's quite a divisive message,' English tourist Sam Kept told the New York Post on Christmas Eve. 'It's probably not a good time in the world to have that up. It's inflammatory.' His wife suggested the intent was merely to 'stir the pot.'
Organisational Defence and Wider Context
ADC National Executive Director Adeb Ayoub defended the campaign, claiming it was not meant to be divisive but to promote an 'America First' theme of cultural recognition. He argued it aimed to help Christian, Arab, and Muslim communities in the US see their 'similarities.'
'Most of the Americans in this country are Christian and the birthplace of Christianity is Palestine,' Ayoub said. When asked if the billboard disputed Jesus's Jewish heritage, he stated the subject was 'up for interpretation.'
The controversy unfolded as Pope Leo XIV used his Christmas homily to lament the 'rubble and open wounds' in Gaza, where over 1.3 million people need shelter aid. Meanwhile, in Bethlehem, the Christian community celebrated its first festive Christmas in over two years, with hundreds attending mass at the Church of the Nativity.
This billboard follows another recent ADC display in Times Square that read, 'Jesus would say "tear down that wall"', echoing a famous speech by former US President Ronald Reagan.
