When a billboard bearing the Proud Boys’ logo and slogan appeared just 1,000 feet from Central Community High School in Breese, Illinois, it didn’t take long for the community to take notice—and to take action. The sign, which featured the group’s emblem alongside the words “Faith, Family, Freedom, Brotherhood,” was widely interpreted as a recruiting tool for the organization, which has been designated a hate or extremist group by the Southern Poverty Law Center and several other watchdogs, according to reporting by Capitol News Illinois.
The Proud Boys’ billboard, which went up in mid-August 2025, included a local phone number that led only to a full voicemail box. Its prominent placement along Old U.S. Route 50 and St. Rose Road, so close to a school entrance, left many parents and residents uneasy. As reported by Capitol News Illinois, the sign’s appearance quickly sparked an uproar in the close-knit Clinton County community.
“It was disturbing,” said Bucky Miller of Aviston, who helped rally neighbors to speak out. He and his wife, Laura Thoman, are raising two young children, ages 6 and 4. “We were particularly upset by the sign’s placement near a school.” Miller’s concerns echoed throughout the area, galvanizing a groundswell of opposition that culminated at the Clinton County Board meeting on August 18, 2025.
Dozens of residents attended the meeting, voicing their disapproval of the billboard and what it represented. The board responded with a unanimous, non-binding resolution denouncing hate. “Our county has always stood for community and inclusion,” another attendee said, reflecting a sentiment that seemed to transcend political divisions in the room.
After the meeting, Lamar Advertising, the company responsible for managing the billboard’s ad space, removed the Proud Boys sign. The company declined to disclose who had purchased the original message. But the removal wasn’t the end of the story—instead, it marked the beginning of a new chapter, one that would see the space transformed from a source of anxiety into a beacon of unity.
On August 22, 2025, the United Methodist Church stepped in, purchasing the now-vacant billboard space for $2,100 to display a very different message: “Hate Divides, Love Unites.” The church’s effort is part of a broader ministry focus on eradicating racism, according to Paul Black, director of communication ministries for the Springfield-based Illinois Great Rivers Conference. The conference represents 650 United Methodist congregations and about 100,000 members across central and southern Illinois.
“It’s part of our ministry,” Black told Capitol News Illinois. “One of the focuses for the denomination is eradicating racism, and when you read about this group, there’s no doubt there’s cause for concern.” The church’s new billboard, set to remain in place for at least four months, is meant to counteract the divisive rhetoric associated with the Proud Boys and to reinforce the community’s commitment to inclusivity.
The design for the new sign wasn’t created in a vacuum. As reported by Capitol News Illinois, it’s part of a campaign first launched by the Missouri Conference of the United Methodist Church. That initiative began after a private citizen put up a similar sign near a Confederate flag along a busy road at the Lake of the Ozarks. The church eventually took over funding for that billboard and has since expanded the effort, placing “Hate Divides, Love Unites” signs in several Missouri locations.
The campaign’s reach has grown beyond Missouri. According to Kim Jenne, director of connectional ministries for the Missouri Conference, United Methodist conferences in states like Ohio and North Carolina have also adopted the message, particularly in areas where extremist activity has been reported. “We want to be present in places where our message of love and unity is needed most,” Jenne explained. However, she noted that she was not aware of any other Proud Boys billboards being replaced by the church’s campaign.
The Proud Boys, founded in 2016, have been at the center of controversy for their involvement in violent rallies and, most infamously, for their role in the January 6, 2021, insurrection at the U.S. Capitol. The group’s ideology and activities have led to their designation as a hate or extremist group by organizations including the Southern Poverty Law Center and the Anti-Defamation League. Their attempts to recruit new members—especially in public and prominent locations—have raised concerns across the country.
For the residents of Breese and the surrounding Clinton County, the replacement of the Proud Boys’ sign with a message of unity felt like a victory. “It embodies what our community and Clinton County as a whole is all about,” Miller said, expressing relief at the Methodist Church’s intervention. The church’s action, he added, sent a powerful signal that hate would not be tolerated or normalized in the community.
While the Proud Boys billboard may have been short-lived, its removal and replacement have sparked important conversations about the power of public messaging and the responsibility of communities to respond to hate speech. The Clinton County Board’s resolution, though non-binding, reflected a consensus that transcended partisan lines—a rare thing in today’s polarized climate.
Paul Black, representing the Illinois Great Rivers Conference, emphasized the importance of visibility in combating hate. “We believe that putting our message out there—literally, on a billboard—can make a difference,” he said. The church’s investment in the sign, he continued, is a tangible expression of its commitment to social justice and reconciliation.
The story of the Breese billboard is, in many ways, a microcosm of the broader struggle against extremism and bigotry in America. It’s a reminder that hate can show up in unexpected places, but so too can the resolve to stand against it. As Methodist congregations across multiple states have demonstrated, even a simple message—when given a platform—can help reclaim public spaces for compassion and unity.
Capitol News Illinois, the nonprofit, nonpartisan news service that first reported on the story, noted that its coverage is funded primarily by the Illinois Press Foundation and the Robert R. McCormick Foundation. Their reporting continues to shine a light on issues of public concern, ensuring that stories like the Breese billboard don’t go unnoticed.
As the new sign stands watch near Central Community High School, its message is clear and direct: hate may divide, but love—when given the chance—can unite a community and inspire hope for the future.
