Photos By Gail
The latest installation on the High Line Billboard delivers a message that feels both humorous and surprisingly heartfelt. Created by Amsterdam-based artist Nora Turato, Give Us Mom!!! debuted just before Mother’s Day in the High Line-adjacent park at 18th Street and 10th Avenue, offering a bold plea for comfort and care amid the chaos of city life.
The billboard is impossible to miss: bright yellow Comic Sans-style lettering spelling out “GIVE US MOM!!!” against a flat blue background. The simple phrase transforms the familiar figure of “mom” into a symbol of nurturing, protection, and emotional support in a world that often feels fast-paced, distracted, and overwhelming. Borrowing the visual language of advertising, Turato turns a public billboard into an unexpectedly tender call for connection.
Turato, who trained as a graphic designer, is known for exploring how language shapes contemporary life. She gathers words and phrases from social media, advertising, headlines, literature, and everyday conversations, remixing them into what she calls a “linguistic soup.” Across performances, installations, paintings, and books, she examines the ways language can be funny, abrasive, anxious, and deeply emotional all at once.
With its direct message and playful presentation, Give Us Mom!!! taps into a universal desire for reassurance and belonging—something many New Yorkers, and perhaps all of us, could use a little more of.
Give Us Mom!!! will remain on view through the end of June 2026.