In the midst of the holiday shopping season, New York City based Meetup is running a billboard campaign taking aim at consumerism.

The billboard, a multi-panel setup, urges those walking past to "find your people," stressing the human side of the holiday season which can sometimes get lost in the rush find the right gift.

For Meetup, the billboard is also a way to promote its product, a website where people form groups around like interests online and then meet up together offline. "We've barely ever advertised ourselves but decided to dip our toe now to celebrate and inspire people finding their people at Meetups," said Meetup CEO Scott Heiferman in an email. "The best things happen when people Meetup."

Meetup, an eleven-year-old company founded in 2001, just passed the 100 million RSVP mark in April. The billboard went up today and will run through the end of January.