Use When
When corporations dump hazardous waste while regulators look away, projecting accountability messages onto company headquarters or city hall makes the cover-up visible to the public those officials are supposed to protect.
When authorities suppress protest by denying permits, imposing punitive fees, or demanding attendee lists, roving projections from public sidewalks expose the censorship itself — turning suppression into the story.
When officials intimidate voters or manipulate elections, projecting voting rights messages near polling sites deters coercion and signals that observers are present and watching.
When governments impose curfews or internet shutdowns to silence dissent, brief projections onto prominent facades communicate resistance and coordinate solidarity without requiring crowds to gather.
Instructions
- 1
Identify the specific institution or official responsible for the harm and define one concrete, winnable demand the action will advance.
- 2
Secure a high lumen projector (8000 lumens = 30-50 feet away, 15,000 = 50-100 feet, 20,000 = 80-150 feet).
- 3
Reduce your message to seven words or fewer and if it fits, pair it with a single URL directing viewers to evidence.
- 4
Recruit four to eight people and assign clear roles: projector operator, power lead, safety marshal, photographer, and media lead.
- 5
Contact the ACLU or National Lawyers Guild before the action to secure legal guidance and arrange for observer presence.
- 6
Scout the target building and secure written permission for your projection site; research local sign and illumination codes to confirm compliance.
- 7
Test all equipment — projector, short-throw lens, stable tripod, and portable power source — and pre-render high-contrast slides.
- 8
In the days before, brief allied organizations and issue a media advisory with your demand, a compelling visual preview, and talking points.
- 9
On the night of the action, carry permission letters and ordinance printouts, maintain non-interfering conduct, and document the projection from multiple angles.
- 10
Immediately after, publish geotagged images with alt text, release a statement anchoring the visual to verified evidence, and circulate testimony through partner networks to sustain the narrative.
Historic Parallels
- New York City, 2011 — Mark Read and Occupy Wall Street projected "We Are the 99%" onto the Verizon Building during the N17 march; the action earned global media coverage.
- London, 2013 — Greenpeace projected "Save the Arctic / Stop Shell" onto Friends House; the campaign contributed to Shell abandoning its Arctic drilling plans the following year.
- Washington, D.C., 2017 — Robin Bell projected "Pay Trump Bribes Here" onto the Trump Hotel; Washington Post and PBS coverage anchored national attention on emoluments violations.
- New York City, 2020 — The Illuminator projected "Fair Contract" onto the Guggenheim, amplifying striking workers' demands during active contract negotiations.
New York City, 2011 — Mark Read and Occupy Wall Street projected "We Are the 99%" onto the Verizon Building during the N17 march; the action earned global media coverage.Modern Examples
- Tenants project "RENT FREEZE NOW" onto city hall the night of a rent-control vote, directing viewers to a petition and council contact pages.
- Immigrants' rights groups cast "ICE OUT OF OUR SCHOOLS" onto a federal building during enforcement escalation, linking to local legal aid resources.
- Climate advocates beam "NO NEW PERMITS" onto an energy regulator's office during public comment periods, driving online submissions.
- Healthcare workers project "PROTECT MEDICAID" onto a state capitol during budget hearings, pairing the image with a QR code linking to cost-impact data.
Participants
Individual
Yes
Ideal: 4–8 people—projector operator, power/gear lead, safety marshal/lookout, photographer/videographer, and a media/social lead; add a property host for the projection site.
Helpful Materials
- High-lumen projector (8k–20k)
- Portable battery or quiet inverter
- Short-throw or gobo lens
- Sturdy tripod or projector stand
- Pre-designed high-contrast slides
- Laptop with HDMI cable
- Gaffer tape and spare cables
- Camera with wide/tele lenses
- Media one-pager with QR code
References
Use of Action Playbook educational materials must adhere with Unruled Masses’ Terms of Service.
Stay Nonviolent. Coordinate Strategically. Take Back Your Power.