New signage from Milwaukee-based law firm Hupy and Abraham is drawing attention—and debate—along the city’s lakefront. Following Milwaukee County Parks’ recent decision to allow limited advertising in public spaces, the firm’s “Watch for Motorcycles” messages have appeared along Lincoln Memorial Drive, prompting discussion among residents about the role of advertising and advocacy in one of the city’s most scenic corridors.
The motorcycle community’s response over the years has been overwhelmingly positive. The firm has consistently been commended for its efforts and has never received a single complaint about its mission to save lives.
However, an article published by Urban Milwaukee on October 21, 2025, brought the issue to light. It quoted County Supervisor Sheldon Wasserman, whose district includes North Lincoln Memorial Drive, expressing strong opposition to the decision.
“They hate it, and they don’t like it, and to be honest with you I agree with them completely,” Wasserman said, referring to feedback from constituents. He told Urban Milwaukee that he plans to pursue efforts to block any future commercial advertising along what he called “one of the most beautiful streets in all Milwaukee County.”
Attorney Michael Hupy has emphasized that the signs are not advertisements, but public service announcements designed to save lives.
“The public service announcements that my law firm put on Lincoln Memorial Drive are meant to protect motorcyclists,” said Hupy. “We have displayed these public service announcements on television, billboards, and bumper stickers for many years.”
The “Watch for Motorcycles” campaign has been a cornerstone of Hupy and Abraham’s community outreach for over a decade. The firm has invested hundreds of thousands of dollars in efforts to reduce motorcycle crashes and raise driver awareness.
“My law firm has represented over 5,000 injured bikers in accident cases, and we are giving back to that community by trying to promote safety for them,” Hupy explained. “We would gladly put these public service announcements up along Lincoln Memorial Drive without any reference to our law firm—including name, phone number, or website.”
While debate continues over whether the signage crosses the line between public service and promotion, Hupy insists that the firm’s motivation is rooted in advocacy, not marketing. He says the campaign reflects a long-standing commitment to protecting motorcyclists and saving lives.
By placing the “Watch for Motorcycles” message along one of Milwaukee’s most traveled routes, the firm hopes to remind every driver passing through the lakefront to share the road and help keep riders safe.
To keep its safety message front and center, Hupy and Abraham promotes the “Watch for Motorcycles” campaign through public service announcements, bumper stickers, and billboards seen across the Midwest. The firm also partners with advocacy organizations such as ABATE and the Motorcycle Riders Foundation to champion motorcycle safety and protect riders’ rights.
From awareness rallies to events like the Road Runners Bike Blessing, Motovid track days, and the Harley-Davidson Homecoming, Hupy and Abraham maintains a strong and visible presence in the motorcycle community—continuing to spread its message to as many drivers and riders as possible.
The firm’s dedication to this campaign—and to all efforts that safeguard and empower riders—remains steadfast. To learn more, visit hupy.com
