In a public address on Chanukah of 1968, the Rebbe, Rabbi Menachem Mendel Schneerson, of righteous memory, reiterated his call to world Jewry to intensify the campaign to observe the mitzvah of tefillin. The Rebbe’s call was warmly received by Jews everywhere. Since then, the many thousands of the Rebbe's followers and admirers have been visiting Jewish communities and individuals worldwide; encouraging and enabling them to put on tefillin.

Tens of thousands of Jews, including thousands of Israeli servicemen, welcome this opportunity, using tefillin as a means of expressing their gratitude to G‑d for the miraculous victory. The Six Day War was also followed by a surge of people wishing to increase their religious observance. For many, tefillin was the first step.