“The idea initially was to salute those men and women who serve us in law enforcement,” says Tactical Magic’s creative director, Trace Hallowell, on Blue Lives Matter. “This time the message was simply to affirm the humanity of our men and women in uniform. No one should be a target of violence because of what they wear.” One could say the same thing for the color of a person’s skin.
In addition, Lamar Advertising Vice President of Governmental Relations, Hal Kilshaw says, “We’re using our digital billboards to voice respect for police officers across the country who put their lives at risk every day to keep the public safe. This is our way of saying thank you.”
Since it is a piggy-back from the Black Lives Matter movement, a movement full of activists with the beliefs that police officers should not target men and women of color, Blue Lives Matter has caused mixed reviews from officials all over.
Darel Ross, co-executive director of LINC Community Revitalization Inc in Grand Rapids, where one of the billboards was erected, told FOX 17: ‘I think in some aspects it’s shameful that the brand is being co-opted, but once again it was never meant to say ‘only black lives matter.