Controversial 'Right-To-Die' Billboard Stirs Debate

Billboards are designed to catch attention and get people talking, and a new advertisement sponsored by “right-to-die” advocates that recently popped up in San Francisco is doing just that.

The group that posted the billboard said they deliberately chose San Francisco to kick off a national dialogue on the right to die.

Workers put up the stark black and yellow billboard Tuesday at the intersection of South Van Ness and 12th streets.

The ad was paid for by New Jersey's Final Exit Network, a nonprofit organization that argues mentally competent people suffering irreversible illness or unrelenting pain should have the right to end their lives.

The ad reads “My Life My Death My Choice” with the web address for FinalExitNetwork.org below.

"When we thought of California, we tend to think of San Francisco people as pretty clear thinkers," said Final Exit Network spokesman Frank Kavanaugh in a telephone interview when asked about the reasons behind placing the ad in the Bay Area.

Some pedestrians who saw the ad were perplexed by the message.

"I don't know what that means at all," said one passerby.

Others weren’t offended by the billboard’s message.

"I'm not sure about advertising on a public street like that, but the concept overall does not bother me," said San Francisco resident Val Shayn.

The Final Exit Network website proudly notes that it offers its clients support and advice on methods to end their lives. Unlike other assisted suicide groups, it serves people who are not necessarily terminally ill.

The group's tactics have put it in trouble with the law. At least six network members were charged with aiding in two separate suicides in Arizona and Georgia.

"We knew when we began this effort to help people directly that we'd be challenged by different states in court and we're looking forward to that challenge," explained Kavanaugh.

Some people KTVU spoke to about the ad questioned the organization’s inclusive right-to-die philosophy.

"To have a fatal disease is one thing, but if you just wanna end your life … I think that people can get help, rather than that kinda thing," said Henry McLaughlin, who was visiting San Francisco from Philipsburg, Montana.

San Francisco resident Walt Witkowski likened the ad to the pro-choice movement.

"I think it's a similar rationale that with abortion,” said Witkowski. “It's my life, so therefore it should be my choice to do it. And again, I personally don't believe in it, so I wouldn't believe in this."

Final Exit Network says it paid Clear Channel a discounted, non-profit organization rate of $2,500 for the billboard.

The group estimated about 250 of its 3,000 members are based in California. The organization plans to roll out similar billboards in New Jersey and Florida in the coming weeks.