Although criticised for spreading political ideologies, it officially declares itself a non-partisan and non-sectarian organization,[2] funded solely by the Anschutz Family Foundation.
[6] The original message of the campaign was modified to include themes which recognized the state of the nation following the attacks.
[7] Prior to the launch of the campaign, Dixon contacted Nancy Fletcher, president and chief executive at the Outdoor Advertising Association of America in Washington.
Reportedly he was inspired by the association's billboard campaign called God Speaks which generated enormous attention in 1999 and 2000.
The foundation's "Pass It On" campaign has incorporated the likenesses of Wayne Gretzky, Michelle Kwan, Oprah Winfrey, Nelson Mandela, Michael J.