Rapid City Residents Protest Sign Pollution With Postcards

Billboards line the side of major highways in Rapid City.

06/02/11

Rapid City is a blossoming tourist attraction in South Dakota, but there is one issue that the city has faced over the past decade - a rise in sign pollution. The I-90 highway that leads to Rapid City is littered with various billboards that are used to advertise products and services to incoming tourists.

Now, city voters have taken matters into their own hands through a postcard printing campaign that is designed to generate awareness of new measures. If the legislation is passed, it would ban digital billboards and increase the necessary distance between new billboards. The measures would also limit the number of new billboards that could be erected and maintained.

"The measures will improve the image of the community for locals and tourists and prevent new, distracting digital billboards from going up," notes the Rapid City Journal. "They said the signs are dangerous to drivers, even though billboard industry officials say no studies have conclusively demonstrated this."

Postcard campaigns were recently leveraged by local communities in New Jersey as well. Residents fought state legislature from limiting access to local beaches.

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