I grew up going on #Mivtzoim just like this young yeshiva student. (Although we weren’t as cool and didn’t have t shirts to wear over our white shirts) Mitzvah Campaigns, or Mivtzo’im (Hebrew: מבצעים‬) refer to the various mitzvah campaigns launched by...

I grew up going on just like this young yeshiva student. (Although we weren’t as cool and didn’t have t shirts to wear over our white shirts)
Mitzvah Campaigns, or Mivtzo'im (Hebrew: מבצעים‬) refer to the various mitzvah campaigns launched by the Lubavitcher Rebbe, Rabbi Menachem Mendel Schneerson, for observance by all Jews. During the years 1967 to 1976, Rabbi Schneerson called all Jews to observe ten basic "beginner's mitzvot"— which, because of their centrality to the Torah's guide to life, are ideally suited for a first experience of the mitzvah connection. In the years that followed there were campaigns for additional mitzvot as well.
Rabbi Schneerson urged all Jews to reach out to those less affiliated than themselves and encourage them to undertake specific practices of Judaism. This young boy is encouraging all Jews to use Shmurah Matza for the night of the Passover Seder.