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First Official Press Release on The Spokesman-Review

Updated: Nov 20, 2018

Spokane messenger sends billboard-sized love letter to Pittsburgh in wake of shooting

By Jonathan Glover

(509) 459-5013

John Pogachar stands in front of a billboard on Market St., near Francis Ave. He paid out of his own pocket to put up billboards with the word “LOVE” on them. Photographed Tuesday, Nov. 6, 2018. (Jesse Tinsley / The Spokesman-Review)

John Pogachar doesn’t want a brand name, a hashtag or even a credit. He just wants love – in big, bold white letters on an eye-grabbing red backdrop.

Fitting then, that the 60-year-old retired Nordstrom shoe salesman would pay to plaster the four-letter word across Spokane in the form of two towering billboards overlooking motorists on some of the city’s busiest roads. He plans to erect two more in the Lilac City, and on Tuesday, he received word that his billboard in Pittsburgh had gone up according to plan – his own personal love letter to the victims of October’s deadly synagogue shooting.

“It can mean so many different things,” he said Tuesday morning, staring up from the base of a billboard near the intersection of Francis Avenue and Market Street. “I wanted these where we can get the most views and the most people to see it.”

Pogachar doesn’t pay much attention to the news. Most of the updates he gets from the world at large come in the form of a telephone coaching call with about 50 other people across the nation that he takes every morning within the confines of his South Hill home.

But after hearing about the Oct. 27 massacre, when a man opened fire on a Pittsburgh synagogue killing 11 people while shouting anti-Semitic slurs, he knew he had to get involved.

Read the full article here.


Get Involved:

Contact John at for more information and find out how to fund a billboard in your area.

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