My great state of Virginia decided to change their tourism campaign from "Virginia is for Lovers" to "Live Passionately." The new marketing plan was created by Virginia Beach advertising company BCF. The Virginia Tourism Corp paid around $400,000 for BCF's services and planned to spend about $2.5 million a year for the next two years publicizing the campaign.
In addition to the new slogan, the marketing effort also utilized a hand sign, featuring two hands linked together to form a heart. The hand sign would be used on t-shirts, posters, and photos. Unfortunately, BCF failed to do their research, and apparently have never seen a rap video, a Spike Lee or John Singleton movie, or a Youtube clip of any frat guys. Almost every configuration you can make with your hands and fingers is some gang sign. And so is a heart made with your thumbs and index fingers.
The Gangster Disciples were formed on the South Side of Chicago and its current 30,000 members have spread to various mid-west cities like Detroit, Indianapolis, and St. Louis.
The Virginia tourism office will not be stopping campaign, but will be removing the hand sign from all advertisments and promotional items.
Maybe we should change careers and work for BCF. We love throwin signs.
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