The timeline for this publicity campaign is impressive. On Thursday night, the billboard pictured below went up on Pico Blvd. between Fairfax and La Cienega; less than a day later, it was being relayed by E! Online, Gossip Cop and others.
This may surprise you, but the Employment Policies Institute (EPI) – the D.C. non-profit responsible for the billboard – did not have to secure Bieber’s permission. The photo of the performer was licensed through Getty Images; a rep for EPI tells FishbowlLA the picture was taken during Bieber’s arrival for last year’s WANGO TANGO KIIS-FM concert at Home Depot Center in Carson. The expression on Bieber’s face was deliberately posed.
Bieber has reason to be even sadder a year later in the Golden State; the 30% unemployment rate among California teens is significantly higher than the billboard-bannered national average of 24%. EPI meanwhile is no stranger to single-spot advertising. For example, after President Obama‘s State of the Union speech, they ran a series of ads on Politico.