250+ Billboards.
One Mission.
- U.S. Department of State
- Dept. of Homeland Security
- White House / President Biden
- Anthem Award — Young Leader
In 2021, Pierre Subeh self-funded a national billboard campaign spanning over 250 locations across the United States. The campaign had a single demand: federal recognition of April as National Arab American Heritage Month (NAAHM).
The billboards appeared in major metropolitan areas, highway corridors, and strategic locations designed to reach millions of Americans. The campaign was entirely grassroots — no corporate sponsorship, no institutional backing. Just one entrepreneur with a mission and a conviction that representation in America's public spaces could change what millions of Arab Americans felt every day.
The result was unprecedented. The U.S. Department of State officially acknowledged the campaign. The Department of Homeland Security recognized Pierre's advocacy work. And President Biden sent a congratulatory letter from the White House, affirming the significance of Arab American Heritage Month.
The campaign earned Pierre the Anthem Award for Young Leader of the Year in the Diversity, Equity & Inclusion category. Pierre writes about the intersection of cultural intelligence and marketing and diversity marketing authenticity — both informed directly by this campaign.