Arso tefillin on Jews. The agudas harabbanim of usa and Canada wrote a letter encouraging מבצע תפילין, there is also a separate letter from Reb mosh feinsten supporting all the rebbes mivtzoim. Search Google and you can find them.
(Why it wasn’t done before, 1) many places were anti semitic or at least anti encouraging non religious Jews to practice similari to why Jews didn’t encourage non Jews to keep Sheva mitzvos. 2) a lot of the unreligious Jews many yrs ago were anti religious not like today who just grew up non frum. 3) I think you could find in history a concep of putting tefillin on non frum Jews (definitely from the Baal shem tov, and I think from the סמג, I need to check)
Anyway all the gedolim supported it besides the satmer rebbe. Reb yeruchem from the mir wrote a letter in support.
Somehow ponovitch and satmer had success thru their massive advertising campaigns to convince dumb people who are too stupid to research facts, that all the gedolim were always against chabad or at least since the rebbe or the frierdiker rebbe.
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