The Church of 8unny, a leftist cyber-spiritual collective devoted to the distribution of cuteness and the elimination of discriminatory behavior online, has announced the installation of a new digital billboard along Jersey Turnpike, Elizabeth, New Jersey. The billboard, which reads “Cuteness is Resistance. Cruelty is a Choice.”, is part of the Church’s latest public campaign addressing what it calls the “aggressive normalization of mean-spirited internet behavior and non-cute ideologies.”

“We are living in an online culture increasingly dominated by hostility, edge-lord irony, and emotional detachment,” said a spokesperson for 8unny. “We believe people deserve to encounter joy, softness, and accountability—especially in digital spaces where cruelty has been allowed to flourish unchecked.”

The campaign coincides with Mental Health Awareness Month and aims to draw attention to what 8unny identifies as “emotional pollution caused by cisnormative aggression, unchecked masculinity, and weaponized sarcasm.”

The billboard is part of a broader initiative titled “CUTE OR CONSEQUENCES”, which includes digital outreach, workshops in emotional softness, and the launch of a new sub-forum titled “Hug Before Hate.” The forum invites users to submit examples of hostile content they have encountered and provides “gentle purification scripts” to help de-escalate toxic dialogue online.