LA Civil Rights unveils “Just Say Hello” campaign to promote kindness

As fear of immigration raids ripple through the Southland, Los Angeles officials are leaning into a simple message: “Just Say Hello.”

The Los Angeles Civil Rights Department unveiled the citywide campaign this week to encourage Angelenos to connect with one another—across language, culture and community—with a gesture as small as a greeting.

The launch event, held at City Hall on Wednesday, July 30, coincided with International Friendship Day to highlight the campaign’s message of combating hate with kindness and connection, officials said.

“In the face of rising hate and fear—especially in immigrant communities—’Just Say Hello’ is about choosing connection over division,” L.A. Civil Rights Department Executive Director Capri Maddox said in a statement. “We’re reminding Angelenos that a simple greeting can be a powerful first step to healing, safety, and understanding throughout our communities.”

“Just Say Hello” is the latest expansion of L.A. Civil Rights’ award-winning “LA for All” initiative, launched in 2021 during the height of the pandemic to respond to rising hate crimes. The campaign promotes inclusion, equity and solidarity through public messaging and partnerships.

Officials said its message is especially urgent now, citing “a concerning rise in hate crimes, bias incidents, and fear in immigrant communities.”

“When a federal government motivated by hate tries to terrorize our neighbors, we answer with solidarity and love for our community,” said City Councilmember Hugo Soto-Martínez, who represents District 13. “Thank you to the L.A. Civil Rights Department for leading this campaign to bring Angelenos together.”

District 15 Councilmember Tim McOsker also noted the importance of unity in divisive times.

“In moments like these, when fear and national division threaten to pull us apart, we must double down on what makes our communities strong: connection, compassion and unity,” McOsker said. “We need to continue lifting each other up, standing together and supporting our communities by looking out for one another.”

Created in partnership with award-winning designer Masaki Koike of Phyx Design, “Just Say Hello” is launching in 11 languages to reflect Los Angeles’ cultural and linguistic diversity, officials said.

The campaign’s bright, multilingual visuals will appear on city sanitation trucks, recreation centers, digital billboards and more—including more than 75 transit shelters and signage throughout LAX terminals.