Jacksonville Man Drove Across America in 2010 to "Sign the Planet" — 15 Years Later the Movement Has Billions of Impressions

What started as a Facebook page and a road trip is now one of the longest-running positivity brands in American history.

In March 2010, Eric Dennis got in his car and drove across the country. He wasn't chasing a job or running from something. He was on a mission he called the "Good Signs 2010 Promotion Tour," and his goal was simple, if audacious: spread the message that things are not as bad as they seem.

Sixteen years later, that mission is still running.

This Is A Good Sign, the grassroots positivity movement Dennis founded on March 3, 2010, marks 15-plus years of continuous operation in 2026, with no private equity, no venture funding, no advertising budget, and no signs of stopping. The brand, built entirely on word of mouth, community, and the founder's willingness to personally drive his message across state lines, now counts 21,389 Facebook followers, a 16-year-old Instagram presence, and billions of physical impressions generated through stickers, signs, shirts, and real-world placements across the country.

"I compared it to 'Coexist' and 'Life Is Good' from day one. That was my stated goal: to be the next great positivity brand. I believed in it completely."

Eric Dennis, Founder, This Is A Good Sign

The launch method was about as grassroots as it gets. Dennis set up a Facebook fan page, hit the road, and began mailing free stickers to anyone who sent him their address. No algorithm. No influencer partnerships. Just a founder, an envelope, and a belief that a simple message could travel. The brand's core philosophy, written by Dennis in 2010, still anchors the movement today: "This is a sign of hope. A sign that things are not as bad as they seem. No matter how much you are told the opposite."

By 2012, the community had a name: Good Sign Nation. By 2015, Dennis had launched a Kickstarter campaign to fund the next phase of growth, thanking each backer by name publicly. That same year, the brand made its official metal sign available through SmartSign, the product that now serves as the flagship physical artifact of the movement.

The brand holds an ironclad federal trademark and has generated approximately $50,000 in lifetime revenue, entirely bootstrapped and without a single paid advertisement in its history.

"The movement is built around a sign. The idea was always to put good signs everywhere. Physical ones. Real ones. That's what 'Sign the Planet' means."

Eric Dennis, Founder, This Is A Good Sign

The metal sign, the trademark, and the 15-year track record together make a case that is hard to argue with: This Is A Good Sign is not a startup. It is a movement that survived long enough to become an institution.