Title reads 'The Visibility Brigade: A Template for Activism'. A group of people standing in a covered pedestrian bridge with a large sign showing so car drivers can read it. The sign reads 'Musk raided treasury'.

The Visibility Brigade: A Template For Activism

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Introduction

Want to make a sign that gets noticed? Here is a template and tips shared by the Visibility Brigade, who make different signs each week.

Origin and Mission

The Visibility Brigade model was born in 2020 out of a frustration due to the lack of physical messaging in the real world regarding the existential crisis we face as a nation. We present our messages at a pedestrian walkway over Route 4 in Paramus, New Jersey.

Our goal is to remind folks of this crisis, to suggest simple actions to take and to support pro-democratic state and national candidates. However, perhaps the greatest purpose at present is to comfort heartbroken voters and let them know that they are not alone.

Who We Are And What We Do

As Margaret Meade once wrote,

Never doubt that a small group of thoughtful, committed citizens can change the world, indeed, it’s the only thing that ever has.

A Visibility Brigade needs only a handful of dedicated members (5 minimum) to create weekly actions. This requires a weekly dedication of 60-90 minutes a week of placing a simple message in a public location, usually an overpass or other well-trafficked locale.

Impact and Safety

Our goal is to present public messages in a personal but safe way. 

  • Actions are weather dependent. 
  • Participants interact with passing cars by waving at them from the overpass. 
  • Day of action and time can be changed often as per group availability. 
  • Messages are created and selected each week by members, giving them input and agency. 

Messaging

Messages are generally one to five word phrases for quick comprehension from a passing vehicle.

These messages are typically specific and pointed. Sometimes they amplify an important news alert that some people may not have learned. Sometimes it’s just to remind people that they are not alone with their worries and concerns about our democracy.

While the messages are often strongly worded, it is best to avoid profanity or words that have been co-opted by right wing messaging. Also, it is best to avoid messages that are too generic and don’t really say anything specific (ie “Peace and love.”)

If possible, it is best to have volunteers standing over the letters as opposed to just leaving a message over the highway by itself as the waving makes it more personal.

Messages are usually constructed by individual letters, which are temporarily attached to the fencing via bungee cords to allow free arms/hands of volunteers. It is best to create 3 copies of each letter to easily spell different phrases.

Consistently conducting this activity every week creates a relationship between the team and commuters, who will most likely see them more than once and often anticipate that interaction.

Messaging Advice

There’s a quote from the Hunger Games series that we think is important to heed: “Remember who the real enemy is.” That’s good advice when crafting messages.

Our messages currently focus on the greedy oligarchy that has taken control of our government. That’s something most Americans, despite political leanings, can agree on.

No one feels happy about the ultra rich taking everything for themselves – which is what they are trying to do. So, while it might make you feel better to attack Trump specifically or Maga, the more potent messages focus like a laser beam on who is behind the grift. Most people still aren’t acquainted with the term “oligarchy” but they need to start doing so for our survival. That’s where we come in. 

Each week we try to get to the heart of what’s going on and tune out the distractions (Trump’s crazy spouts) and then craft a message that can be the most helpful for protecting our democracy. We read Heather Cox Richardson’s posts as well as Robert Hubbell’s, Jessica Craven’s and Rebecca Solnit’s and many others.

There are other useful sources and we encourage you to review them as well as other sources that have proven themselves tried and true in the face of fascism.

Sometimes we create our own message, other times we amplify a message that we agree with. It makes for a weekly creative puzzle to figure out, especially given the limit of words that a passing car can read while driving at 55mph. 

People standing on a covered bridge above a busy road. There is a sign for the the car drivers to read. The sign reads 'Stop Musk Coup'.

Where

Any overpass of a busy thoroughfare which is safe for pedestrians and offers adequate screening to patently negate any accusations of people throwing items at drivers.  Parking should be available nearby for 8 to 10 cars.

The ideal location is a municipal/state-built pedestrian overpass which has a dedicated approach and has fencing, screening. i.e. The overpass we use has an elevator and a walking ramp to assist those with disabilities.

Timing

We generally plan an action for once a week, preferably during rush hour traffic to maximize visibility.

Our actions typically last 90 minutes from start to finish and in the Spring-Summer-Fall occur from 4:30pm-6pm and during the winter months: 3:30-5pm. The chosen day of the action is often shaped by availability and the weather. Best to avoid doing this in the rain.

Activist Benefits

This is harder than writing postcards, but less intimidating than knocking on doors and can be fun.  It can be seen as a growth stage for those wanting to affect our local, state and national government.  

Creating Letters

We recommend using large, plastic corrugated or foam boards with letters attached.  Size depends on what is available.  We use 20×30” but 24×30” sizes are available online.

Test message size with cardboard first on an overpass, etc.   There is an initial cost and work time to create the necessary letter inventory. Originally, we built letters from foam core sold at The Family Dollar Store, which is inexpensive but not durable for wet conditions. We created our own stencils of letters and then kept those stencils for future letter creation. Letter building parties can be a lot of fun and really help bond the group.

If you wish to go further, fundraising (bake sale, trivia night, etc.) plus work gatherings help bring awareness to people and engage possible new members (local political groups, social justice groups, union, etc.)

Social Media

While the primary purpose of this action should be to interact with people driving past, it is a best practice to take ample photographs and videos of the message for social media purposes.

In terms of video, it’s always best to record the message with a lot of cars honking. Not every message will attract honks and that’s OK. In that case, just use a still photo for social media purposes.

On the different platforms, accounts should be created that are designated for posting media of these actions for the purpose of potentially going viral.  (See Instagram account: @VisibilityBrigade)

Oftentimes people in passing cars will take photos as they drive past and post online as well, boosting the visibility even further. Sometimes we use a hashtag “#” in front of our message to suggest social media intentions.

Group Communications

We utilize a Facebook messenger ‘secret group’ type communication system. You could also use WhatsApp or even an email/text chain for core group members to facilitate decisions on a weekly basis about the weekly message and agreed upon action time. 

Best to send this inquiry at approximately the same time/day of each week.

Mailing List

When people express interest in participating, best to collect their email addresses and send a weekly notice about the upcoming action. When sending out a blast, be sure to have list members in the bcc so that people aren’t annoyed with ‘reply all’ responses.

If somebody consistently shows up and seems to be a good fit for the core team, then they can be added into the internal communications for each week.

We encourage you to vet people before adding them to the list as we had the unfortunate instance of someone who was feeding our communications to someone on the opposing side and we had to purge that list and start again from scratch. 

Community Building

While many groups struggle to organize actions, this is an easily repeatable one to do, assuming that you have 5 to 10 dedicated people and enough letters so that the only real effort every week is just figuring out what the message should be and what day to go out.

Generally speaking, participants enjoy the camaraderie of being on the overpass because they get to chit chat with each other while they do the action.

60 to 90 minutes per week is not burdensome and then everybody is energized to come back together the following week and make it something that just continually happens.

Engagement Avoidance

We generally avoid engagement with people from the other side. Expect that others who disagree with the message will give the middle finger or angry shouting. Best to ignore these.

Also, on occasion, a message that is politically pointed will bring somebody up on the overpass to argue.

Best not to engage them as nothing you will say will likely change their minds. If they persist, start video recording them with a cell phone. Have only one person from the group take on this role, so that others can continue their activism, unhindered.

Video recording is done purely to create a legal record in case the person acts in a really inappropriate manner – something we fortunately have yet to encounter by the way.

We had the experience a few months ago of a Trumper crashing our actions and putting up his own signs, etc. It was frustrating as we couldn’t tell him to leave as he is also covered under the first amendment.

However, to boost morale when this happened, we created a special sign for him. Humor goes a long way!

Legality and First Amendment Rights

According to the US Constitution, assuming that the overpass is publicly owned and over a federal highway, a group should be able to utilize the space for an action. However, it is important to understand any local laws or restrictions that may hinder this.

Understand your rights.

Police Interaction

While the police giving permission is irrelevant for this type of activism, as a courtesy, it is encouraged to contact the local police precinct and let them know when the group will be at the overpass.

Creating a positive relationship with the police department, especially when angry drivers from the other side call to complain, is a wise choice. It is best to designate a member of the group to call on a weekly basis to give the police department a heads up.

Supporting Local Candidates

We decided to endorse Andy Kim for Senate and dedicated one side of the overpass for a message about him on a weekly basis. Beyond the overpass, we made our voices heard loud and clear at rallies and other political functions! You can do the same with your letters. Watch Video

Create your own Visibility Group. Be loud. Be bold and help us save our democracy! You can do it!

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