Drivers heading south from Arcata today may have noticed a new billboard off to the right of Highway 101, a message that reads “Call me a Zionist. It only makes me prouder” against a background of a woman in front of the flag of Israel.

The slogan was put up by David Porush of San Mateo, according to the Jewish News of Northern California. Porush has also paid for a billboard reading “America and Israel: Fighting Terrorism Together” in Redwood City. Porush runs an organization called Code Blue and White and got the funding from JewBelong, a nonprofit known for its pro-Israel billboards.

Porush worked with Israel-born Arcata resident Tamar Krigel to design the slogan. 

The billboard is proving controversial. One post on the Humboldt subreddit calling for its demolition has over 100 upvotes. Dozens of commenters bemoan its Zionist message and its inflammatory effect on the community. 

“Cut it the fuck down,” said one anonymous commenter. “Mr. Molotov would be happy to help,” said another. 

Krigel told the Jewish News of Northern California that she reached out to Parush to design a billboard after last spring’s pro-Palestine occupation shut campus down for a week. 

The Outpost is waiting on a statement from Krigel.