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#SaveMassEffect goes live in NY Times Square

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#SaveMassEffect goes live in NY Times Square

It was only yesterday I was writing about how the #SaveMassEffect petition had hit over 170k signatures ahead of plans for a billboard outside EA headquarters. Today I am elated to report that not only has the petition surpassed 216K signatures, but a billboard has officially reached the glowing screens of New York City.

Coordinated by the @WeAreMassEffect team and content creator Kala Elizabeth, the massive #SaveMassEffect billboard is now live in Times Square all day today.

🚨 WE'RE IN TIMES SQUARE!Together with @kalaelizabeth, we've managed to get a #SaveMassEffect billboard up in Times Square, NYC, all day today!📍 1560 Broadway, above the Pelé store (Duffy Square)⏰ 15 seconds every hour at :35HOLD THE LINE! ❤️ https://t.co/wNP9Ak9Vh8October 26, 2026

The digital display is prominently located at 1560 Broadway, situated directly above the Pelé store in Duffy Square. Fans currently in the area can catch the advertisement running for 15 seconds at 35 minutes past every hour.

// This was the best footage & image I could get of the billboard from the city cam view in Times Square! #SaveMassEffect #HoldTheLine #MassEffect #EA #Bioware https://t.co/YhMIOEKbjjOctober 26, 2026

The words "Keelah Si'yah" is actually amusingly a typo. Kala has admitted on social media that this was supposed to be the iconic Quarian phrase "Keelah Se'lai" ("by the homeworld I hope to see one day") Kala explained that their original billboard design was rejected over copyright issues, forcing a frantic redesign where she had to learn to animate in 10 minutes, leading to the accidental misspelling.


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