""When Av begins, we reduce in joy" (Talmud Taanit, 26b).
The 1st of Av (July 20) begins a period of mourning even more intense than the one that began on the 17th of Tammuz, known as "The Nine Days".
During this time it is forbidden to consume meat and wine, listen to music, bathe for pleasure and other pleasurable activities.
Meat and wine may be consumed on Shabbat or at a festive meal, such as a Brit.
Citing the verse from Isaiah 1:27 "Zion will be redeemed with justice (laws) and her captives with charity," the Rebbe urged us to increase in the study of Torah, particularly the laws dealing with the Temple.