One of the world’s most recognizable landmarks — the giant Hollywood sign in Los Angeles — was undergoing a facelift Thursday as activists ramped up a campaign to preserve the iconic symbol.

An environmental group bidding to raise around 12.5 million dollars to purchase a 138-acre (55-hectare) parcel of rugged land surrounding the sign had begun draping bright red letters over the popular tourist attraction, so that the slogan “SAVE THE PEAK” becomes visible for miles around the sprawling Californian city.

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The sign was created as an advertisement in 1923, and is owned by the city of Los Angeles. However the mountainous land surrounding the famous white letters is owned by a Chicago-based consortium who have acquired rights to build four luxury mansions along the ridgeline.

My thoughts?

Don’t touch the sign, not now, not ever!

Don’t be greedy and build homes around it, it’s a freakin LANDMARK! The sign belongs right where it is — and it’s our duty to preserve it.

Get Involved! http://www.savehollywoodland.org/