The ad uses a photo of an actual defaced image of a billboard originally posted by Yerushalmim, an NIF-supported group that works for pluralism and tolerance, in Jerusalem. The billboard was placed in response to the trend of Jerusalem advertisers gradually eliminating photos of women in that city, caving in to the demands of extremist ultra-Orthodox groups. As a result, images of women had become conspicuous by their absence from the city’s streets, and Yerushalmim pledged to restore them. The defaced billboard demonstrates the determination of some ultra-Orthodox extremists to remove every female image from the public sphere.
The woman pictured is Roni Hazon Weiss. She is an Orthodox Jew, a teacher, a mother, and a volunteer with Yerushalmim. She lives in Jerusalem.