“As expressed in a song by Thakura Bhaktivinoda, Lord Chaitanya says, jiva jaga, jiva jaga. The Lord asks every sleeping living entity to get up and engage in devotional service so that his mission in this human form of life may be fulfilled. This awakening voice comes through the mouth of a pure devotee.” (Shrila Prabhupada, Shrimad Bhagavatam, 4.20.25 Purport)