NYC Taxi Ads Take Aim at Mayor's Free Bus Plan, Citing Antisemitism Concerns

JewBelong group runs digital ads on 4,000 yellow cabs, referencing Mayor Mamdani's proposal to scrap MTA bus fares

Feb. 23, 2026 at 11:22pm

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A group combating antisemitism, JewBelong, is running new digital ads on top of 4,000 New York City yellow taxis that take a swipe at Mayor Zohran Mamdani's proposal to make MTA buses free. The ads read 'Not gonna hide my Jewish star for a free bus ride,' referencing concerns over Mamdani's anti-Israel views and the recent spike in antisemitic hate crimes in the city.

Why it matters

The taxi ads highlight the growing tensions between the Jewish community and the new mayor over issues of antisemitism and Israel. As Mamdani pushes for his 'free bus' plan, the JewBelong campaign aims to strike a nerve by suggesting that Jewish New Yorkers may have to hide their identity to access the free transportation.

The details

The pink and white digital ads will run on taxis through March 10 along the East and West Sides of Manhattan. JewBelong also has a large-scale physical billboard in The Bronx carrying the same message. The group says the campaign is about 'naming what too many Jews are feeling right now, that antisemitism has crept so deeply into everyday life that even simply existing openly can feel like a negotiation.'

  • The taxi ads will run through March 10, 2026.
  • Antisemitic hate crimes in NYC jumped 182% in January 2026 compared to the same month in 2025, according to NYPD data.

The players

JewBelong

A group combating antisemitism that is running the taxi and billboard ads.

Zohran Mamdani

The mayor of New York City who has proposed making MTA buses free, and who supports the boycott, divestment and sanctions campaign against Israel.

Archie Gottesman

The founder of JewBelong, an ad-marketing guru who has crafted a series of ads combating antisemitism across the country since 2021.

Mark Treyger

The CEO of the Jewish Community Relations Council, who applauded a statement from the NYC Human Rights Commission condemning antisemitism.

New York City Human Rights Commission

The civil rights enforcement agency that put out a statement condemning antisemitism a week after being criticized for silence on anti-Jewish incidents.

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What they’re saying

“This campaign isn't about being provocative for its own sake. It's about naming what too many Jews are feeling right now, that antisemitism has crept so deeply into everyday life that even simply existing openly can feel like a negotiation.”

— Archie Gottesman, Founder of JewBelong

“Bias, discrimination, and hate have no place in New York City. The New York City Commission on Human Rights (CCHR) unequivocally condemns antisemitism levied against individuals and institutions.”

— New York City Commission on Human Rights

“I strongly believe in the importance of CCHR's mission, and statements like this remind New Yorkers that there are tools in city government to ensure no one ever feels targeted, unsafe, or unwelcome because of their identity—including Jewish New Yorkers.”

— Mark Treyger, CEO of Jewish Community Relations Council

What’s next

The New York City Commission on Human Rights and the Mayor's Office for the Prevention of Hate have jointly awarded 12 grants of $10,000 each to grassroots groups fighting hate, including for an initiative that showcases the testimony of Holocaust survivors.

The takeaway

This campaign highlights the growing tensions between the Jewish community and the new mayor over issues of antisemitism and Israel, as the mayor's policies and rhetoric raise concerns among Jewish New Yorkers about feeling safe and welcome in the city.