Our first billboard is standing in Atlanta. It went up on Monday, August 3, on a Lamar bulletin over highway traffic: END CHINA'S CAT TORTURE INDUSTRY in white and red on black, PROJECTNOMORE.NET on a yellow band beneath it, and filling the right half of the board, a photo of Monica, one of the documented victims of the industry the board names.
Monica was a twelve-month-old British Longhair, a family pet separated from her owners at Shanghai Pudong airport on December 17, 2023, while they were in transit. Three months later, photos of her surfaced on Chinese social media, staged with electric rods, needles, and an axe. The group holding her demanded a cryptocurrency ransom from her owner and set an April deadline. The ransom was not real. They were torturing her while negotiations were open: pins pushed into her body, including her eyes, a new one added for each anti-cruelty post they saw, electric shocks from a cattle prod, her stomach skinned, one leg removed. Her owner went to the police three times; no investigation followed. Monica was killed sometime between March and April 2024.
In June we committed to using only authentic photographs of verified victims on this campaign, no AI imagery and no stand-ins, and we kept it. The image on the board is from her life at home. Her killers tracked the posts made about her and answered each one; a billboard over an Atlanta highway is outside their reach.
The board exists because 92 people paid for it. The fundraiser opened on June 19 asking for $2,000. By the time we published the first billboard dispatch on June 27, it had raised $4,878 from 77 donations, and the goal kept climbing because the buy scales: every dollar past the minimum keeps the vinyl up longer. It closed at $5,711 from 92 donations. Forty-five days passed between the first donation and the install. If you were one of the 92, that board is yours.
Volunteers were at the site the day it went up. The one in the photo is masked, which is standard practice: this network has a record of retaliating against the people who post about it, so faces stay covered and the work continues. If you are in the Atlanta area and want to see the board in person, message us on Instagram and we will point you to it.
That account is the other thing that launched Monday. Project No More now has an official Instagram, @projectnomore_official, which picked up 149 followers in its first day and will carry campaign updates and casework. The GoFundMe page has posted its final update and gone quiet; updates move to Instagram from here. The first post is below.
That final update ends with a promise: "Make no mistake, this is the first of many campaigns. We will not stop until this stops." Promises like that get kept the unglamorous way, in case files, supplier lists, and letters. The letter campaign is live now: one-click letters asking the brands that manufacture in China to use their influence there. It takes five minutes. Monica's full memorial is on the victims page. Read her story, then share one.