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Advertising pros say highway billboards are effective, even if drivers only catch a glimpse as they speed on by.

So imagine the impact of a trio of billboards set up near the chronically congested Massey Tunnel, where idling drivers trapped in traffic-jam hell have lots of time to let the message sink in.

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“Stuck in traffic? Thank these guys,” the signs blare, along with grinning photos of NDP Premier John Horgan and Green party Leader Andrew Weaver.

The billboards were erected by Liberal MLA Ian Paton, elected in Delta South last May after a seven-year run on Delta city council.

The signs — which encourage stranded drivers to visit the Liberal website ReplaceTheTunnel.ca — are designed to pressure the new NDP government to build the 10-lane, $3.5-billion bridge proposed by the vanquished Liberal government.

“People in Delta and South Surrey and Tsawwassen are sick of sitting in that traffic bottleneck,” Paton said. “So I went to bat for them. I got a couple of my buddies together and we put the signs up last Sunday.