Harvard Magazine Reminisces on Viral AIM Billboard Truck
October 31, 2025
A thousand miles away, in a seaside suburb of Jacksonville, Florida, Adam Guillette came upon the student letter. Since 2019, Guillette has run Accuracy in Media, a right-wing nonprofit group. Before October 7, his primary project had been investigating diversity, equity, and inclusion efforts at universities to ascertain, he says, whether administrators “are putting politics ahead of…education.” But he also dabbled in protesting antisemitism; in the fall of 2022, he brought a digital billboard truck to display student names at the University of California, Berkeley School of Law after nine student groups there said they would not invite speakers who had expressed support for Zionism.
Guillette viewed the Harvard letter as tantamount to antisemitism and support for Hamas, calling it “a horrible action.” Part of his outrage was personal—Guillette is Jewish and says his grandparents fled antisemitism in the Soviet Union. And part of it was professional—exposing students for speech he perceived as antisemitic helped him advance his crusade against what he considered to be excesses in higher education.
He sprang into action, combing through the Crimson’s archives and the signing organizations’ social media pages to compile a list of group leaders. He bought ads that showed up on the feeds of pro-Palestinian students’ LinkedIn and Facebook contacts to target their personal and professional networks. Then, he flew to Cambridge and rented the truck. The roving digital billboard circled campus for about a month, visited the Vermont hometown of one named student, and came to be known as the “doxxing truck.”
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