ב״ה

Our Story

Chanie and Peretz Chein founded Chabad at Brandeis in 2001. After two decades of engagement with young adults and witnessing their transition into adulthood, they identified a concerning trend. Students and alumni were overwhelmed by societal demands and expectations, resulting in a diminished sense of spirituality, meaning, and connection. In 2021 they launched an educational initiative, M54, to respond to this crisis. Initially catering to Chabad at Brandeis alumni, M54 expanded to include fellow Chabad Shluchos and Shluchim on college campuses. Now, they are prepared and excited for further expansion.

M54: The Magic of Chai

The definition of "Chai" (pronounced like “challah”) is life and has a numerical value of eighteen. When one life, 18, intertwines with another life, 18, in holistic and authentic ways, a new living energy emerges, a third 18. This synergy embodies the Magic of 54 (3x18). M54’s learning model is founded on the relational connection between learners as they embark on shared yet individual explorations, resulting in profound outcomes.

The Institute for
Insourcing - “Avoda Pnimis”

M54’s Theory of Change is founded on the concept of “Avoda Pnimis”- internal work, that we also refer to as “Insourcing.” Insourcing posits that as we journey through life’s stages, we must transition our decision-making from relying on external sources such as societal norms, expectations, or texts—known as outsourcing—to our internal mechanisms of agency and soul. This transition is all the more challenging when we are surrounded by a cultural and traditional context that strongly emphasizes outsourcing.

At M54, we view Insourcing as a fundamental Chabad Chassidic value that deserves recognition. By embracing Insourcing, we can lead healthier lives that not only empower us alone but inspire those around us as well. The institute aims to make Insourcing - עבודה פנימית - accessible to Jewish adults and young adults of all backgrounds and affiliations. Through dedicated research we aim to broaden and deepen our understanding of Insourcing - עבודה פנימית - and develop learning opportunities based on these findings.