How to project a message on a building
![How to project messages on buildings](https://thedemlabs.org/wp-content/uploads/2022/11/How-to-project-messages-on-buildings.jpg)
"Musk trolled as a lawless oligarch by a projection activist." - Daily Mail
What is 'projection bombing"? What technology is needed to project a sign? Is the approach cost effective? How have other activists used the approach to get attention to their message ?
“Projection bombing”, a technique pioneered by marketing agencies and more recently embraced by activists where a message is projected onto a building.
This blog explains the technology involved with projecting an image on a building or some other object. THIS BLOG DOES NOT CONSTITUTE LEGAL ADVICE. PLEASE SEEK LEGAL ADVICE AND COMPLY WITH ALL LAWS. DemLabs is not liable for any losses or damages caused by acting or failing to act on the content of this article.
Activism through signs
![Elon Musk trolled by activist projecting sign on Twitter building](https://thedemlabs.org/wp-content/uploads/2022/11/Elon-musk-trolled-by-sign-projected-on-Twitter-building.gif)
Activists project messages
Elon Musk trolled as 'space Karen,' 'mediocre manchild,' and 'lawless oligarch' in news-ticker projection on Twitter's San Francisco headquarters as platform sees mass resignations. - Daily Mail
- Elon Musk was trolled by someone across the street from Twitter's San Francisco headquarters last night with projected taunts and insults
- The Chief Twit was called 'space Karen,' 'bankruptcy baby', 'cruel hoarder' and a 'mediocre manchild' - among other insults
- According to Gia Vang, an NBC Bay Area reporter, the messages are from an individual calling themself a 'projection activist'
- The anonymous taunting came amid a mass exodus at the social network that was prompted by Musk's 'hardcore' ultimatum to Twitter's remaining workers
![Pay Trump bribes here sign projected](https://thedemlabs.org/wp-content/uploads/2022/11/Pay-Trump-Bribes-signed-projected-on-building.jpg)
Projection basics
Outdoor digital projection is a cost effective way to get your message seen. In addition to the people seeing the message directly, activists are also likely to get press exposure. The message is created on a laptop which is connected with a VGA cable to a digital projector. An inverter provides a portable power source to run the projector.
- Digital Projector. 2000 ANSI lumens is the recommended minimum value for projecting anything bright enough to be viewed outdoors in the city. A popular model is the Sanyo Pro Xtra projector. Specs here. Average Cost (used): $300. (Instructables)
- DC to AC Power Inverter. Size: 600W - 1200W. Average Cost: $100
![How a projector is set up to project the image.](https://thedemlabs.org/wp-content/uploads/2022/11/Portable-projector-setup.jpg)
Cost effectiveness
Any tactic should be measured by the time, effort and cost required for a project vs how many people will see the message. Projecting images is a rapid response tool where the message can be prepared in hours. Hundreds of people are likely to see the message directly and thousands more will see it with press coverage.
Projection bombing
“Projection bombing”, a technique pioneered by marketing agencies and more recently embraced by campaign groups. In Britain, government buildings are routinely bathed in slogans following a simple – and affordable – formula: knock up an image, get a projector and a decent battery, flick the switch until the cops move you on. Oh, and don’t forget to alert a news photographer.
“It’s a great way to get out a message that’s not being heard inside a building, but has grassroots support,” says Nick Dearden, a veteran projection bomber and director of London-based campaigners Global Justice Now. “Media come to us when an issue is emerging, but when it gets high up the news agenda, we get drowned out because political parties get involved. So this is one way to get coverage, but it’s also something people can share on social media.”
Dearden recruited an anonymous guerrilla projector operator who had contacted him. They threw “#REFUGEES WELCOME” on to the white cliffs of Dover just before a far-right rally in the town. Using a standard, powerful projector and some smart software to prevent distortion, the man set up a tripod on the beach below the cliffs. - The Guardian
![“projection bombing”, a technique pioneered by marketing agencies and more recently embraced by campaign groups. In Britain, government buildings are routinely bathed in slogans following a simple – and affordable – formula: knock up an image, get a projector and a decent battery, flick the switch until the cops move you on. Oh, and don’t forget to alert a news photographer.](https://thedemlabs.org/wp-content/uploads/2022/11/Projected-sign-Refugees-Welcome.jpg)
Considerations
This blog does not constitute legal advice. Please seek legal advice for your project. DemLabs is not liable for any losses or damages caused by acting or failing to act on the content of this article.
Visitors to the Trump International Hotel in Washington were greeted with a provocative message: “Pay Trump bribes here.” Artist and filmmaker Robin Bell said he projected those words onto the hotel’s façade from a van across the street, hoping to call attention to accusations that President Donald Trump is allowing foreign leaders to pay for access by staying at a Trump property just a few blocks from the White House … Bell also projected the text of the emoluments clause, which prohibits US officials from accepting foreign gifts, onto the hotel’s façade, alongside images of the Turkish and Russian flags.
Is this criminal trespass — or perhaps grounds for a civil lawsuit? It turns out that the answer is probably not, whether it’s anti-Trump messages, anti-Islam protesters projecting a Muhammad cartoon on a mosque wall, antiabortion protesters projecting an image of an aborted fetus, or (as is more common) unions projecting critical or offensive messages on the walls of businesses that they are protesting. I think a specially designed law might well be able to forbid all projecting of text or images onto others’ property. But existing law likely doesn’t, at least unless the projection so interferes with the business (and for a considerable time) as to constitute an actionable “nuisance.” - Fee / Washington Post by Eugene Volokh who teaches free speech law, a First Amendment Amicus Brief Clinic, and tort law at UCLA School of Law.
Take Away: Think creatively to get attention for your message.
Deepak
DemLabs
DISCLAIMER: ALTHOUGH THE DATA FOUND IN THIS BLOG AND INFOGRAPHIC HAS BEEN PRODUCED AND PROCESSED FROM SOURCES BELIEVED TO BE RELIABLE, NO WARRANTY EXPRESSED OR IMPLIED CAN BE MADE REGARDING THE ACCURACY, COMPLETENESS, LEGALITY OR RELIABILITY OF ANY SUCH INFORMATION. THIS DISCLAIMER APPLIES TO ANY USES OF THE INFORMATION WHETHER ISOLATED OR AGGREGATE USES THEREOF.
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Think Outside The (Mail)Box. Virginia Candidate Uses Voter File For Targeted Mobile Ad Campaign.
People respond more to their phones than letters. It's time for campaigns to think outside the (mail)box. An insurgent campaign in Virginia is innovating to try to unseat the incumbent...
How does your audience feel? Find out with an instant poll using the free DirectPoll app.
How does your audience feel about an issue or candidate? A quick poll is best way to find out but hard to manage in a noisy, densely packed room. A count of hands is easy but error-prone. Paper questionnaires are...
The Florida League Of Women Voters Mobilizes To Help ‘Returning Citizens’ Regain Their Right To Vote.
"In November, a supermajority of Florida voters approved a constitutional amendment restoring voting rights to former felons who’ve completed their sentences. Florida legislature advanced a bill that will strip hundreds...
Advocates install a ‘breathing billboard’ to rally public support for curbing air pollution.
How do you draw public attention to a deadly, but invisible killer? Jhatkaa works on social justice issues including how to build public support to curb air pollution. Their recent campaign generated...
As Alabama Legislators Close Abortion Clinics, Chatbot Jane Sees Surge In Searches Out-Of-State.
Lawmakers Vote to Effectively Ban Abortion in Alabama "These bills essentially ban abortions after a heartbeat is detected, usually about six weeks into pregnancy, a time...
Get Your Message Heard Without Breaking The Bank. A Workshop For Underfunded Campaigns.
Necessity is the mother of invention. So is lack of funding. Underfunded campaigns need new ways to compete against better funded opponents. Technology can level the playing field, but awareness and...
Lessons From How The NRA Quickly Mobilizes Its Members For Maximum Political Power.
"The NRA activates its membership when elected officials are facing gun-related legislation, resulting in phone calls and emails and letters to Congress", reports NBC: "How the...
Up your game with this library of free campaigning and organizing ‘how to’ guides.
Grassroots organizing changes constantly with new tactics and apps. How can the lessons learned on one campaign be quickly shared with other progressive groups? Blueprints for Change converts know-how from campaign organiziners into free...
Make Your Point Clear. Create Infographics Easily With This Free App.
It's hard to quickly explain the scope of corporate welfare and how to bring it under control. How can the case for reform be presented in a simple, engaging manner? Infographics convert complex issues...
David vs Goliath. Rookie Virginia candidate uses free apps in challenge to powerful incumbent.
In a modern day version of David vs Goliath, a rookie candidate uses high tech stones to challenge a powerful incumbent. The ending has yet to be written... Herb Jones a retired...
Two Free Mapping Apps To Better Target Campaigns
Winning campaigns want to focus their resources and efforts to maximize impact. The challenge is where to focus for the most votes and what issues to emphasize?...
Build opt-in text lists by helping people with their issues.
There is no red poverty. Nor blue poverty. Campaigns can engage more people by addressing the issues that really matter to them, and collect information about them in the process. Campaigns find...
‘Sí, Se Puede’. Spanish-Speaking Chatbots Offer Voter ID Advice.
Voter ID regulations can be confusing - especially when English isn't your first language. They vary by state and often change at short notice. How can the...
Use the news cycle to amplify your marketing
Winning marketing campaigns successfully surf the wave. The message goes further with less effort. Marketing campaigns aligned with the news, increase the odds of getting picked up by...
Leave no voter behind
Many people don't vote because they can't get to their polling center. Several groups offer rides, but requesting a ride is often the bottleneck. Many rural voters have neither internet access nor a cell...
Fight fire, with fire.
It's ironic: the same technology companies use to slash their workforce is also being used to organize workers demanding fair treatment. Automation is eliminating jobs for...
Reach more people
Just as with any interaction, people respond better when you speak their language and reply personally to their questions. How's this done online with thousands of...
We’re on the warpath
Five million Native Americans live in battleground states such as Arizona, Minnesota, Montana, Nevada and North/South Dakota. They could have a big impact in the midterms - if they voted. But voting...
Alexa, what ID do I need to vote?
Over 25 million eligible voters lacking the right Voter ID may be prevented from voting. And getting an acceptable ID in thirty four states with Voter ID laws is both confusing and difficult....
Let’s talk about values
When Super Bowl ads are more compelling than campaign messages, we have a problem. How can we appeal to people's values across the political spectrum? We...