13-05-2025
How Julia Reagan's memorial billboards became an internet sensation
Nearly a year since her face started smiling down on Salt Lake City from billboards across town, Julia Reagan, who died last year at the age of 81, has turned into an internet obsession.
The big picture: Reagan's billboards are raising discussions about how we memorialize — and commodify — the dead in the internet age.
While many find them to be a touching tribute to a loved one, some online critics say they've morphed into " a viral marketing endeavor."
Between the lines: Her image has spurred memes, online discourse, and at least one tattoo. Last week, a short-lived store hawking Julia Reagan merchandise was taken down within 24 hours after receiving backlash.
She received loud applause after one of the billboards was featured in the backdrop of drag queen Trixie Mattel's DJ party, Solid Pink Disco, at Rockwell earlier this month.
The ads have also popped up in other states like Minnesota and Indiana.
Catch up quick: William "Bill" Reagan, founder of the state's largest billboard company, Reagan Outdoor Advertising, erected more than 300 billboards last year in cities where his business operates, honoring his wife of almost 60 years, KSL NewsRadio reported last July.
Along with her photo and name, they feature messages like "cherished in life, honored in memory" and "wife, mother and grandmother we will miss you."
"I never really had a chance to say goodbye to her," Bill told KSL NewsRadio at the time. "Now, she's right on the board so I can say goodbye every time I see one."
Bill did not respond to Axios' request for comment.
Flashback: According to her obituary, Julia was born in Maryland and attended the University of Utah, where she earned a Ph.D.
She met Bill at a dance in 1965 and they eloped after their fifth date.
She was an avid sports fan, a devoted mother, and enjoyed traveling and ballroom dancing with her husband.
Zoom in: In February, Bill filed a lawsuit against the University of Utah hospitals and clinics, alleging negligence related to Julia's treatment before her death.
"The U breached the applicable standards of care in several ways," which led to her death, his lawsuit alleges.
In an April 25 filing, the university's attorneys denied the allegations, arguing it provided "appropriate medical care" that did not cause the health problems she suffered.
The bottom line: New versions of the billboards and Reddit threads titled "New Julia Reagan just dropped" continue to pop up.
