We have to start talking now about changing, not just about turning, but about returning on a big scale.
“On a big scale” means that it is not sufficient to make token gestures, for example: to say to an older man, “Do me a favor and send your grandchild to study in cheder for two hours.”
Rather, this is about reaching people in a deeper way, getting them to change their lives, to set their priorities where they should be set, and to put their efforts where they should be put, because a time is coming when these are the things that will count.
–Rabbi Adin Steinsaltz