I took a course during my undergrad coined “Before Billboards and Twitter: Ancient Coins as Text” (no pun intended). In the course, we discussed how Ancient Roman coins were more than just currency, but were messaging about origin of political authority and impact of cultural influence. Slogans may not have been catchy as they are in our modern day communication methods, but the coins traveled along highways, similarly to how billboards are up in the sky, almost as if they are hanging from the clouds, promoting services to busy travelers1.
Some of the billboards are religiously motivated2. Unlike the association of divine ruling claimed in coin iconography and short script, some of our contemporary billboards are driven by religious organizations who desire for commuters to reflect on their spiritual lives3. The controversial practice of “billboard evangelism” covers a spectrum of religious beliefs, the one discussed in a article by Deena Yellin addresses “Jews.com”4. The red-and-white billboards have been seen in 70 locations in New York and New Jersey launched by a missionary group led by Rabbi Kirt Schneider5. Schneider became a Messianic Jew at the age of 20 and now his critics accuse him of using traditional Jewish imagery to lure Jews into Christianity6.
Voices
“Everyone has the right to practice their religion and express their beliefs. From the perspective of the mainstream Jewish community, however, belief in Jesus as the Messiah is not part of Judaism. When a message like this is presented in a community with a significant Jewish population, it understandably raises concerns about the impact of that message on the Jewish community.” – Jason Shames, Jewish Federation of Norther New Jersey7.
“We wanted to focus on the joy of Judaism, and bring a smile to peoples’ faces, this is what we need, more joy!” – Rabbi Mendy Kaminker, Chabad of Hackensack8.
Reflection
I believe billboards are open invitations. Whether its to inform you about a product or service, tell you about entertainment in the area, or persuade you towards a certain ideology, each billboard can resonate with an audience member in their own unique way. With that being the case, opinions will rise, especially, when it attacks beliefs an individual or group holds. Even more so when it feels charged at core beliefs.
Schneider faces hostility from antisemites and Jewish communities as his billboards have brought 237,000 visits to “Jews.com”9. No matter the denomination, sect, or religious group, highway evangelism, is prominent among most religious communities, especially branches off the Christianity tree.
Billboards can be perceived as signs from the divine, a convicting message during a time of travel can be seen as “God speaking”. I believe religious education is important, but religious education may be more harmful when there is no person to associate a practice with. Some religious billboard messaging is entangled with them of pride and politics, conflating analogies from dieting habits, sexuality, political party, sports fandom etc. Billboards have responded to the hate certain persecuted groups receive through other media channels, creating a one sided monologue, inviting the viewer into a follow-up conversation.
Yet, I choose to elevate my vision to see what could be of billboard beliefs. I choose to rise above the distractions of exclusive truth claims and hate speech to see the contributions of religion to other areas of identity. I choose to see from a broader perspective, one where billboard beliefs can birth freedom and liberty on the biggest stage, for one of the biggest bowls.
What do you choose?
P.S Journal Entry
I want to be one with the clouds, but so much is in the way
trees
buildings
billboards
I want to be one with the clouds, but there is a journey to get there
billboards
buildings
trees
I want to be one with the clouds, but there are so many distractions
sunlight
wind
fire
I want to be one with the clouds, and there is more than death and decay
fire
wind
sunlight
References
- “How Religious Groups Use New Jersey Billboards to Reach Drivers.” NorthJersey.com, September 14, 2026. https://www.northjersey.com/story/news/religion/2026/09/14/how-religious-groups-use-new-jersey-billboards-to-reach-drivers/91592027007/ ↩︎
- “How Religious Groups Use New Jersey Billboards to Reach Drivers.” ↩︎
- “How Religious Groups Use New Jersey Billboards to Reach Drivers.” ↩︎
- “How Religious Groups Use New Jersey Billboards to Reach Drivers.” ↩︎
- “How Religious Groups Use New Jersey Billboards to Reach Drivers.” ↩︎
- “How Religious Groups Use New Jersey Billboards to Reach Drivers.” ↩︎
- “How Religious Groups Use New Jersey Billboards to Reach Drivers.” ↩︎
- “How Religious Groups Use New Jersey Billboards to Reach Drivers.” ↩︎
- “How Religious Groups Use New Jersey Billboards to Reach Drivers.” ↩︎
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