‘During the early ´90s, I altered countless billboards and undertook guerrilla performances that called the attention of the media. All of these activities were focused in and around the New York City area. I was one of the founders of the “Culture Jamming” movement, which was the beginning of what later became public space advocacy Street Art.
The artwork and actions of this period were illegal. Tobacco or alcohol advertisements where altered or replaced with a new statement and image that spoke about the negative effects of these products in the minority areas where these advertisements were placed. People started realizing that this was more than just vandalism. I was once called by a police officer who had one of my silkscreened metal signs. It was removed by city workers and he hunted me down because he didn´t want to just throw it away. Another time I was arrested and taken to the station for altering billboards. When I explained my actions to the sargeant he ripped up the ticket and let me go, explaining to me that he saw the problems with alcoholism in minority areas as one of his biggest battles, and the get drunk quick cheap alcohol advertisement that I was targeting was on every street corner of that area.
I was also embedding messages in the iconography of street signage. My idea was to use Madison Avenue aesthetics in this new direction. I felt that it was important that it looked thought out so it couldn´t be easily dismissed.’
‘Rodríguez-Gerada is widely recognized as one of the most skilled and creative founders of culture jamming, the practice of parodying advertisements and hijacking billboards in order to drastically alter their messages’
Naomi Klein, from the book No Logo.