The message is unmistakable.

When branding agency Tactical Magic decided to pay tribute to fallen officers and the men and women who put their lives on the line every day with a billboard campaign, it didn’t take long for Lamar Advertising Co. to pitch in.

The campaign originated in Memphis, Tennessee, and it is causing quite a stir as other communities across the country follow suit.

The message is simple — Blue Lives Matter. And while many are applauding it, some radicals are calling the move “sickening.”

Another billboard also honors law enforcement officers which the simple message, “Memphis heroes wear blue.”

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The messaging also includes hashtags for social media: #thankublu.

The campaign has made its way from Memphis to Michigan, where the first sign appeared on Interstate 96 overlooking the Grand River on Monday, according to Fox17.

“Our law enforcement officers, they matter, but at the same time we also recognize and we know that every citizen that walks here in Grand Rapids, their life matters; every single one,” said Sgt. Terry Dixon of the Grand Rapids Police Department told FOX 17.

While the message on the digitally lit billboards is simple, it has many anti-cop, pro-violence race-baiters irritated.

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“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,’” said Darel Ross, co-executive director of LINC Community Revitalization Inc.

“Black lives matter was simply to call attention to a unique set of circumstances that was happening in the black community; and to any way undermine that, or belittle that, ultimately in no way shape or form adds to the relationship between police officers and the black community, or the community at large, because most people get it,” Ross said.

It’s interesting that Ross thinks the phrase “black lives matter” was never meant to be exclusive when it is exclusive, regardless of how one looks at it.

Source: “Sickening” Billboards Are Popping Up … #BlackLivesMatter Crowd Goes INSANE