In 1974, in response to a tragic accident in Eretz Yisroel the Lubavitcher Rebbe cried a lot and declared that we are in a war against Golus (exile) and it is therefore our duty to counter attack the many horrible incidents with extreme positive action. The next day the bochurim rented trucks, plastered them with signs and drove them through Manhattan encouraging others to do Mitzvos. The trucks were nicknamed "tanks" and the Rebbe acknowledged them, saying "these are the tanks that will lead us to Geulah (Redemption)". Thus the Mitzvah Tank Campaign began.

The idea was that when faced with tragic events and trying times, we must respond with the furtherance of Torah and spreading Mitzvos. Staying within the four walls of our homes doing private mitzvos was no longer enough – the Rebbe said we must go out in the streets, stating, “A tank is undeterred by trenches and pits and simply crosses them to reach the other side... This is the purpose of the [Mitzvah] tank if there is a [spiritual] pit or trench, or even a barrier—things that are not associated with holiness—it nevertheless can go and fulfill its mission—to dispel evil and introduce good and G-dliness into the world.”

Now too, when we are faced with our own painful situation, it is up to us to respond in this same manner, by learning more Torah and taking on more Mitzvos.

Project Pledge was created to unite and support Toby’s friends and family as they increase in doing good deeds and encourage others to do the same in Toby’s merit – it’s what Toby would want. Our goal is to triumph over evil and shower the world with an abundance of good so that we may be reunited with Toby with the coming of Moshiach immediately.