Times Square. Photo: Wikimedia Commons.

JNS.org – A massive new billboard in Times Square calling for the return of the three missing Israeli teens has been launched by a local New York synagogue.

The 40-foot-by-40-foot digital ad was purchased by the Young Israel of the West Side congregation for an estimated $15,000, according to the New York Post.

The ad airs for 15 seconds twice every hour while displaying the text: “These boys are not soldiers. They are not fighters. They are not violent. These boys are our sons. Our brothers. Our grandchildren. Our nephews. Our friends. Please help create global awareness.”

The ad also includes the photographs of the missing teens – Naftali Frankel, Gilad Shaar and Eyal Yifrah – along with the hashtage #bringbackourboys.

“I just think word has to get out,” Young Israel of the West Side Rabbi Dovid Cohen said. “Anything to keep the story alive, that’s what we’re going to do.”