A Toronto belly dancer, Gabriela Carnovale, heard about a man in the U.S., John Pogachar, who started putting up billboards that just say “LOVE” on them, and decided to do the same.
According to a news report on blogto.com, “Love on Every Billboard” started in 2018 with two billboards in Spokane, Washington and has now spread around the world to as far as New Zealand.
The first Toronto Love billboard just went up on December 20, said Carnovale on blogto.com.
Carnovale told blogTO she heard about the Love billboard project through the documentary, The Illusion of Money, but when she was put in a group with Pogachar during a coaching program (Evolving Out Loud), she heard more about the project. So in May she decided to get a billboard for Toronto.
Putting up a billboard isn’t cheap – it roughly costs $3000 for one month. However, fortunately, Carnovale got a discount as a non-profit initiative.
She held an online belly dancing show with her musician friends Wild Waters and Mariano LaTona, and belly dancing friend Selene La Moro to help fundraise for the billboard.
Carnovale managed to find a spot for the billboard at Dufferin Street and Billy Bishop Way, which can be seen near Yorkdale Mall.
The Toronto billboard is the 155th Love on Every Billboard. It will stay up until January 17 and, if people share photos, they can use #lovebillboardto.