Boulevard of Heroes

I was in New York on September 11th. I watched how first-responders rushed to the scene and were honored for their bravery. True heroes.

As I write this, California is on fire. Four million acres have burned, the most in state history. Firefighters are enduring 100-degree heat, packing heavy gear, surrounded by walls of fire.

But it seems that firefighters don’t get much love in Los Angeles. It’s like they’re taken for granted.

I wanted to change that.

So, I contacted several local mayors whose cities were under a fire evacuation warning. I proposed a way to honor the firefighters who risk their lives to save ours. It’s a simple idea to show our gratitude, called:

Boulevard of Heroes

Here’s my take. When the pandemic hit, many families posted homemade signs to thank front-line workers. So, I proposed taking that idea to the next level.

Let’s honor the 1,500 fire fighters with 1,500 yard signs. One side would thank firefighters. The other would be blank, so families could draw personal messages. Then, post the colorful signs along Foothill Boulevard, which connects the threatened towns. A powerful, public show of support.

1,500 signs, every 50 feet, stretching for 15 miles. Communities banding together to celebrate our heroes. I envisioned flying a drone over the boulevard and posting the video. Seeing this public outpouring might strike a nerve and go viral.

I offered to coordinate all the details, produce the signs, and orchestrate the effort. Gratis. All I needed was the mayors’ approval.

The reaction: Crickets.

It’s hard to let this go. But because of Covid and political red tape, I must.


Beau Phillips is President of Rainmaker Media. 
He’s a creative marketing consultant, strategist and speaker.
Reach him at 203-256-9347 

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