BOSTON (CBS) — An iconic Boston billboard is coming down – at least temporarily.

It’s estimated that about 150,000 drivers a day cruise past the “Stop Handgun Violence” sign that hangs along the Mass Pike. The enormous 252-foot fixture has been there for 20 years, but commuters will soon see a change.

The sign will be removed in the next 30 days and won’t go back up for another three years until John Rosenthal, a developer and co-founder of Stop Handgun Violence, builds the new Fenway Center complex. The new sign will be on Brookline Avenue and Beacon Street, across from Fenway Park.

In the meantime, the message of the billboard won’t be going away. Rosenthal says about three dozen smaller signs will be popping up throughout the state.

“So they’re going to be out by the airport, from here to Worcester, on the North Shore, 128 and 95,” he told WBZ NewsRadio 1030.

Rosenthal said he’ll continue to push an agenda that’s not anti-gun, but anti-gun violence.

“I’m a gun owner, I only want to reduce gun violence, not ban guns,” he said. “And Massachusetts has proven you can do that effectively.”

WBZ NewsRadio 1030’s Karen Twomey reports: 

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