The billboard's message is a retort to a common rallying chant of Ferguson protestors "Hands up, don't shoot," and can be first traced back to an article published by the the conservative National Review. The phrase references the looting that in the Ferguson area during the protests that followed the shooting death of 18-year-old Michael Brown. The campaign was started on crowdfunding website IndieGoGo by Brentwood, Tennessee native Don Alexander. The campaign was launched on October 28 and as of Wednesday, the fundraiser had exceeded its $3,000 goal. Gawker captured the description of the campaign below.
- "This crowdfunding campaign is for the purchase of a billboard in the Ferguson, MO area. The billboard will display black text on a white background with the text "#PantsUPDontLoot". After some initial confusion we are working with other, undisclosed companies in the area that are willing to create and display this image. The funds collected from this campaign will be used to purchase this billboard for as long as possible."
Ferguson residents, along with much of the country is waiting to see if a grand jury will indict Darren Wilson for Brown's death. Missouri Gov. Jay Dixon declared a state of emergency on Monday due to "a possibility of expanded unrest."