What is a mivtza? Is it the same as a mitzvah?

If you have any familiarity with Chabad-Lubavitch, you are certainly aware that "mivtzoim" (singular = mivtza) are among the unique features of being connected (in whatever degree you are) with the Lubavitcher Rebbe Shlita. A mivtza translates as campaign, whereas a mitzvah is one of the 613 commandments. For many years already, the Rebbe Shlita has announced from time to time that he wished a certain mitzvah to be emphasized. Similarly, from time to time, the Rebbe introduces a new idea which he asks us to incorporate into our lives, either for a limited period of time, or permanently. Among the mivtzoim over the years are the well-known "mivtza neshek" -- to encourage as many Jewish women and girls as possible to kindle the Shabbos and Yomtov candles; mivtza tefillin -- to get as many men and boys over bar-mitzvah as possible to put on tefillin; and mivtza bayit-malei seforim -- to encourage Jews to have and acquire authentic Jewish books in their homes -- the minimum being a siddur, Tehillim and Chumash. Some mivtzoim are more abstract, such as mivtza ahavas yisroel -- to increase our efforts to love our fellow Jews. Some are periodic, such as mivtza daled minim -- to go out and provide other Jews with the opportunity to observe the mitzvah of blessing the lulav and esrog on Sukkos. (There have been many others and perhaps at some future date it would be interesting to discuss them all...)

What should our response be to a call from the Rebbe Shlita about a new mivtza?

First of all, since tzaddikim are Divinely inspired with ruach hakodesh and see what is happening in the heavenly spheres, we understand that nothing a tzaddik says, or does, or asks others to do is without reason or purpose, "just stam," as the local Israeli expression goes. On the contrary, everything tzaddikim say, or do, or ask others to do, is for a definite reason and a specific purpose. If the Rebbe calls our attention to a certain mitzvah it is clear that there is a profound spiritual reason that this mitzvah must be observed more diligently, and that it must be "advertised" at that particular time. Often the reason has to do with the situation in the secular world at that time -- sometimes we never know. At times the Rebbe will elaborate upon the reason, sometimes he remains silent. Some mivtzoim are fairly clear about what we have to do, while other mivtzoim seen vague, so that we must investigate and struggle to understand what is required of us, and then struggle even further to fulfill the Rebbe's request. (Did anyone ever say it was easy to be a Lubavitcher chossid or chossidiste?...). But one thing is crystal clear -- we, who are close to the source, are ever so fortunate and blessed to be made clearly aware of the "hora'as sha'a" (the instructions and teachings relevant to that moment, or period of time, or even to that era) of the leader of the generation, the Nassi HaDor, so that we know what to emphasize when.

We must respond to a mivtza in two ways, a) by trying to do it as best as we can, and b) by bringing it to the attention of other Jews around us. The Rebbe has indicated that many of the mivtzoim are connected with the coming of Mashiach -- this means that observing the mivtza hastens Mashiach's coming. So we must respond with vigorous action.