The Mozilla Foundation has launched an unusual advertising campaign with a strong technological and social message , placing posters in various parts of New York City and criticizing some of the most recognizable figures in the global technology industry. Mark Zuckerberg, Elon Musk and Jeff Bezos are at the center , with Mozilla contrasting the well-known ventures of the billionaires with projects developed by its own scholars.
The campaign launched this week and, according to Business Insider, is not only aimed at sparking conversation on the streets of the American metropolis. Mozilla also wants to take the conversation to social media, encouraging citizens and influencers to photograph the posters and share their content online.
See also: Mozilla adds Mistral Small 4 to Firefox Smart Window as it launches in France
Mozilla presents a different take on innovation
The Mozilla Foundation is the non-profit organization affiliated with Mozilla Corporation, the company behind Firefox. Through fellowship program , Mozilla funds and supports people working on technology projects with social, democratic, or public benefit.
Among them is Rose Njeri Tunguru, a Nairobi-based software developer. Through a Mozilla grant, she is developing the “Open Elections Kenya” platform, a project designed to map and verify data about polling stations in Kenya, ahead of the 2027 elections.
In this way, Mozilla attempts to present technological innovation not only as a matter of large companies, huge investments and ambitious products, but also as a tool that can be used to enhance transparency and access to information.
Sharp message for Mark Zuckerberg
One of the posters, which targets Mark Zuckerberg and Meta, is particularly aggressive. The campaign refers to the company's camera-equipped smart glasses, products that have sparked debates about privacy and the potential for abuse.
Mozilla is focusing on incidents where some users have exploited the glasses' cameras to record strangers without their consent or to play pranks on store employees. The poster's message uses particularly provocative language, portraying the glasses as devices that can be used by "voyeurs and weirdos."
See also: Mozilla releases ad-blocker in Firefox for iOS
Meta has already taken action against such cases. Instagram CEO Adam Mosserisaid in July that the platform would remove videos in which people are secretly recorded and then harassed. A Meta spokesperson said that the glasses' camera is disabled when the user covers or removes the indicator light that signals recording.
From the streets to social media
Mozilla's choice to use so-called "wild posting" is particularly significant. Instead of traditional billboards, the posters are placed on walls, railings, and other places where they can attract the attention of passersby.
In fact, several of them are located near the United Nations headquarters, during a period when the General Assembly is taking place. Others have been placed in areas such as Hudson Yards, NoHo and Dumbo, areas with a strong presence of workers and technology companies.
Mozilla has also partnered with influencerswho visit the locations of the posters and create content for social media, allowing a campaign that starts on the streets of New York to become an online conversation.
AI at the center of public concern
The initiative comes at a time when the public's relationship with technology, and artificial intelligence in particular, is becoming increasingly complex. According to a Pew Research Center conducted in the US in June 2026, 52% of adults said they felt more worried than excited about the increasing use of AI in everyday life. Just 9% said they felt more excited than worried.
Mozilla is essentially attempting to leverage this climate to open a broader discussion about who determines the direction of technological development and what needs it serves.
See also: PACT: Cloudflare, Google, Mozilla and Microsoft bring new verification standard
As Ziyaad Bhorat, Mozilla's vice president of imagination and strategic development, said, the campaign's goal is to challenge the perception that technological innovation follows a specific path.
The message is clear: behind technology there are not only billionaires, startups and products with global appeal, but also developers and researchers using technology to solve problems at a local level. And Mozilla wants this second side of innovation to gain greater visibility.
