( CNN) A new propaganda message featuring the son of Osama bin Laden could be evidence that the militant group is currently in the process of rejuvenate its global appeal by means of a new generation of the bin Laden family.

In a 10 -minute audio message illustrated with videos of past terrorist attacks, Hamza bin Laden is heard calling on adherents to assault Jews, Americans, Westerners and even Russians, in lone-wolf-style onslaughts, utilizing whatever means are easily available.

“If you are able to pick up a firearm, well and good; if not, the options are many, ” the voice says, in a video obtained by SITE Intelligence Group.