Just about sundown on October 16, 2024, hackers had managed to electronically flash hate-filled anti-Israel messages across two electronic billboards along the Edens Spur Toll road in Northbrook, Illinois. The billboards in one of the busiest suburbs of Chicago shocked many commuters as they flashed slogans like “F* Israel” and “Death to Israel” with a Palestinian flag. The incident is outrageous for many and condemned by local officials and media representatives.
Passing drivers first called in the off-color messages at about 5:30 p.m. CT-an inopportune afternoon rush hour in this bustling suburb. The screens flashed this inflammatory content, with false credit to “MrBeast LLC,” for an estimated 90 minutes, in which it mentioned MrBeast, a popular YouTuber who had no involvement. OUTFRONT Media, which managed billboards in this area, had the signs taken out of service and ran normal content again within one hour after the hack was discovered.
One of the hacked billboards was along the Edens Spur Tollway, a busy route in and out of the northern suburbs for many Chicagoans. Due to the prominence of the signage, several commuters and area residents were exposed to the offensive content of the messages. Though the messages were taken down promptly, it raises red flags about public safety and the vulnerabilities in media systems.
OUTFRONT Media recognized the breach and emphasized how immediate measures had been taken to bring billboard operations back to normal. The Northbrook Police Department launched an investigation of the hacking. Authorities termed the messages antisemitic, saying they were phenomenally insulting.
“Such acts have no place in our community,”
said the local spokesperson.
Although police responded quickly, no suspects were found until then, raising questions about whether such incidents could happen again. The authorities, however, sought to reassure the public that they are indeed pursuing leads in their effort to track down those responsible.
In addition, hackers can force digital billboard systems through weak password configurations, unsecured networks, and phishing schemes. Most often, hackers hijack the control of such billboards with a compromised username/password, sometimes through phishing attacks against employees using emails that appear demandingly urgent in nature.
This isn’t the first time billboards have been compromised. In 2023, a hacker in Atlanta breached an electronic sign to display obscene images. A similar incident occurred in Alabama in 2022, in which a hacker displayed a photoshopped meme of Sen. Marco Rubio. Only for quite some time have cyber-attackers utilized these attacks for activism, shock value, or political messages. However, the overtly hateful message that came from Northbrook stirred deeper concern.
The messages were made to look as if they came from MrBeast, one of the most popular YouTubers in the world, adding a twist to the incident. MrBeast, whose real name is Jimmy Donaldson, is known for philanthropic videos and a positive online persona; he immediately condemned the attack.
“We were not involved and are taking legal steps to address this false claim,”
his legal team announced, confirming they had already contacted law enforcement.
Another layer of complexity in the case comes with regard to the misuse of MrBeast’s name. What motive could the attackers have had? Was it a deliberate attempt to sow chaos by invoking a high-profile figure, or just some random, misleading prank?
For the people of Northbrook, it has been a trauma that seems to persist. Many said they were discomfited by the public display of such hate msgs.
“It is just disconcerting that something like that would happen so close to home,”
a resident wished to say. Such an event also exposed weaknesses in media infrastructure, sending discussions on better cybersecurity measures for public spaces.
OUTFRONT Media has promised to enhance the security features within its billboard systems; it has also reassured the public that it will work hand in hand with an investigating authority to stop similar breaches in the future. The local leaders also echoed a word on vigilance in the digital age where acts of vandalism have attained a virtual dimension.
