The Israeli ministry for religious affairs is reportedly preparing an advertising campaign to encourage women to use ritual baths (mikvot).
The goal of the campaign, reports Haaretz, is to change the perception of mikvot by featuring testimonies by popular female celebrities.
The campaign has drawn criticism from those who argue the religious affairs ministry has exceeded its remit, which has traditionally been to only provide religious services to those who seek them.
The campaign is thought to cost the Israeli government roughly a million shekels, or £230,000.
Approximately a third of the budget will cover television adverts, with the rest spent on digital ads.
The religious affairs ministry told Haaretz: “The ministry encourages initiatives in the realm of religious services, including the immersion of women.
“This specific campaign is being examined now through budgetary eyes as part of the ministry’s preparation to face the budgetary challenges at our doorstep.”
