Israeli government prepares to target women with 'mikveh advertising campaign'

The Israeli ministry for religious affairs is reportedly preparing an advertising campaign to encourage women to use ritual baths (mikvot).

The goal of the campaign, reports Haaretz, is to change the perception of mikvot by featuring testimonies by popular female celebrities.

The campaign has drawn criticism from those who argue the religious affairs ministry has exceeded its remit, which has traditionally been to only provide religious services to those who seek them.

The campaign is thought to cost the Israeli government roughly a million shekels, or £230,000.