KENMORE, Wash. — Love is in the air for Kenmore, Washington.
A billboard with the simple message "LOVE" goes out to everyone passing by. The billboard's creator hopes the message is contagious.
"It's awesome," said John Pogachar. "It's my baby!"
It all started when Pogachar, a life coach, set up a social experiment in Spokane with one question in mind: How can we put love out into the world organically and see what happens?
Pogachar rented a billboard emblazoned with that same one word: Love.
When others saw it, even more appeared -- four across Spokane.
Inspired, Pogachar and his friends put up a billboard in Pittsburgh near the scene of last year's deadly synagogue shooting.
Then someone took the message to Marshalltown, Iowa where a tornado had touched down.
"I guess there is this calling to put love out there," said Pogachar.
Since November, 15 billboards have sprung up across the country, from Montana to Detroit, many through mere word of mouth. The group has created a website to share pictures.
Love appears to be feeding off itself, spreading like a force of nature.
Pogachar says, "You just put it out there and allow it to be what it is."
Kyle Cease paid to have a billboard put up along Highway 522 in Kenmore.
No hashtag, no website. Just love.
He hopes for a day when we all walk outside and see love on every street corner.
"I have a daughter who is a year-and-a-half old. If this makes the world better for her, that's a good thing," said Cease. "We're in a world now that's just against stuff, against this politician or that religious group. Eventually, we're gonna have to replace that with what we're for. It can only be love."
And while many, maybe most, will pass the billboards by without ever taking notice, John Pogachar believes love has a way of spreading, and when it does, it's hard to stop.
"If someone is driving down the street and it makes them pause for a moment to say I need to be kinder to the people at work or kinder to the people at home then it will have done its job."