In Utah County, it’s rare for a tech business to post billboards — not necessarily touting their company — voicing support for a societal segment.

But as anyone along Silicon Slopes knows, Domo, and its CEO Josh James, are rather unique. And the six new Domo billboards that went up along Interstate 15 last week are part of at least one company’s “special focused effort” to proclaim inclusivity within Utah.

Domo billboards are known along Wasatch Front for their quirky, sometime quixotic references, but this time the message can’t be clearer. All of the new billboards proclaim “Domo loves LGBTQ+ (and everyone else too!).”

“The billboards are not intended to endorse one population over another; our only intention is for Domo to use our position to continue promoting a community where everyone feels they belong and are loved,” James said in an April 4 LinkedIn post about the billboard campaign.

After viewing a recent documentary about LGBTQ+ in the local community, and through discussions with friends who have “dealt with this topic personally” for themselves or with their children, James said he felt the need to proactively fight any feelings of exclusion within the community.

“Through these conversations, it became increasingly clear that letting these teens know they are loved just as they are, and that they have support from others around them, is one of the most important things we can do,” he said in the post. “The more we talk about inclusion, the more equipped we will all be in communicating first and foremost that we love and care for each other as we all go through this struggle and experience we call life.”

And “as the CEO of a company with hundreds of employees, I feel there is a real opportunity for us to demonstrate that standing up and being overtly inclusive and welcoming is the right way for us to continue to represent our great state,” he added.

Cathy Donahoe, Domo vice president of human resources, said inclusivity is a key issue for her boss. Even in the days before Domo, Donahoe explained, when James still owned Omniture in 2005, he incorporated domestic partner benefits as part of the company’s offerings.

“Josh is a really caring person and very family oriented, and we’ve always tried to align our company culture to be inclusive,” she said in a phone interview Monday.

The push will most likely help Domo and other local tech companies’ bottom line, because the ultimate goal, Donahoe said, is to get out the message that Utah is a kind and loving state. James is hoping it will be the spark that starts that conversation among other businesses.

“An inclusive and diverse culture makes for a better company,” James said in his post.