Mozilla is plastering New York with posters mocking tech billionaires as part of a new marketing campaign

The Mozilla Foundation isn't holding back its disdain for Big Tech leaders.

This week, it's hanging up posters around New York calling out tech executives like Mark Zuckerberg and Elon Musk and hyping up its own class of technology fellows as part of a new ad campaign.

The campaign is meant to juxtapose the work of Musk, Zuckerberg, and Jeff Bezos with lesser-known projects from technologists like Rose Njeri Tunguru, a member of Mozilla's fellowship program who is building infrastructure to help Kenyans independently verify election results.

"What we really wanted to do was poke a hole in the mythology that tech innovation happens in one particular way," said Ziyaad Bhorat, Mozilla's vice president of imagination and strategic growth.

Society is "hyper-focused on one idea of tech genius" and "a lot of people are working on better things and alternatives," he said.

The goal is to build awareness of the work of Mozilla's fellow class and, hopefully, drive additional online attention as passersby spot the posters and share them on social media.

The Mozilla Foundation is a nonprofit that owns Mozilla Corporation, a for-profit subsidiary that makes the web browser Firefox and other products. It works with techies, researchers, and others to fund projects that support an open internet, ethical data practices, and trustworthy AI tools.

Mozilla doesn't pull its punches in the ads when attacking tech's billionaire class.

Its poster of Zuckerberg, for example, references troubles his company, Meta, has run into with its camera glasses, which some wearers have used to harass strangers and prank store workers.

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Meta executives have acknowledged bad behavior tied to their glasses, with Instagram's CEO, Adam Mosseri, writing in July that the company would take down footage if users were "surreptitiously taking videos of other people and harassing them and then posting them on our platform."

A Meta spokesperson said the company disables the cameras on any glasses where a user has removed the LED light that indicates a photo or video is being taken. The company said it ran an awareness campaign to help educate people about how the glasses work in communities where they are prevalent.