Why did 1-word billboards pop up all around Madison?

Why did 1-word billboards pop up all around Dane County?

“Selecting the single words is much, much harder than you might think. “My goal is not for it to be a call to arms, like ‘Fight.’ And I don’t want it to be pedantic, like ‘Peace’ or ‘Love.’"

Why did 1-word billboards pop up all around Madison?

“Selecting the single words is much, much harder than you might think. “My goal is not for it to be a call to arms, like ‘Fight.’ And I don’t want it to be pedantic, like ‘Peace’ or ‘Love.’"