Artist Profile: Nicole Leth + a Playlist
Image by Nicole Leth
Recently we were lucky enough to chat with the one and only, Nicole Leth. You may not know her name yet, but if you live in Kansas City you most likely recognize her work. Nicole is the mind behind these beautiful affirmation billboards. The origin story is heartbreakingly beautiful and we are sincerely honored to feature Nicole.
Trigger Warning: If you or someone you know the U.S., call the National Suicide Prevention Lifeline at 800-273-TALK (800-273-8255) to reach a trained counselor or text HOME to 741741.
First of all, how are you? How are you doing in this crazy year? What is helping you stay grounded?
Thanks for asking! This year has been a roller coaster, but also incredibly important to me. In addition to COVID, I also got diagnosed with a brain tumor (non-cancerous) this year, so handling the pandemic alongside that diagnosis was incredibly challenging and isolating. But that being said, all the chaos gave me incredible practice in sitting with discomfort and learning how to work with it. The things that have been the biggest part of my staying grounded have been implementing a morning routine that I have to stick to. I wake up at 5am and spend a few hours doing things that I think are directly related to one's mental health: reading, journaling, moving, meditating, bathing, and cooking. It is amazing how just committing to something as simple as that has boosted my resilience, positivity, and gratitude.
Can you tell us a little bit about your background?
I am a professionally trained artist and have a BFA in textile design. I started a clothing line when I was 18 that I worked on throughout art school and ended up turning into a chain of small brick and mortar stores and a global clothing company by the time I was 22. It grew exponentially and at 26 I realized I wasn't happy and that the version of success I had been sacrificing my life for wasn't for me anymore, so I stopped everything. I started over and finally returned to my true art practice, one that wasn't a business of selling things. I became a yoga teacher, I began writing again, and eventually began working full time on what is now My Affirmation Project.
In doing some reading on your work, your positive affirmation billboard project was created due to the tragic loss of your dad, to suicide, 11 years ago- correct? First of all, I am so deeply sorry for your loss. Secondly, how did this idea come to you?
The loss of my father impacted me greatly. When I look back at my childhood, I see that moment as the defining moment of a lot of things. I was 17 when I lost him and had been very involved with his healing and recovery attempts for the majority of my childhood. I can remember going to AA meetings with him while I was in 4th grade and reading big self-help books in my elementary school classes. All that to say, I have always been very invested and interested in learning how to care for people from an early age and was exposed to a lot of real human beings who just needed compassion.
The idea for the affirmations came on the day we lost him in 2010. I remember laying on my bed, sobbing and pounding my fists into my mattress, and then all of a sudden this moment of calm came over me and I realized that I had an opportunity to create something beautiful out of this trauma. I started writing affirmations for myself first, to make myself feel better -- and then I started painting them on my bedroom walls. I would write all these sentences and words that I needed to hear, that I wish someone would say to me. And it helped me. A lot. So I decided I wanted to put them in public places because maybe they would help someone else, too. So, at 17, as a senior in high school, I started venturing out every weekend to spray paint affirmations and compassionate words on abandoned buildings in my hometown. And then I started creating affirmation stickers and leaving them around anonymously. And then it kept growing and manifesting in different ways throughout my art career, and now a decade later, it has turned into billboards and postcards and airplane banners and boats and trucks.
I read that you have said this about suicide: "I realized over the years I could never save someone’s life for them, but I could create an encouraging and affirmative space to empower them to save their own life." This is such a major takeaway. How did you get to this space and realization?
I learned this from healing myself. While I was healing and in therapy I really began to understand how people can support you and give you tools to heal yourself, but at the end of the day it is up to you to use them. Learning to say yes to using tools and accepting love is about truly believing that you are deserving of healing and love. Healing is an inside job and is oftentimes excruciating and is oftentimes easier when the external world is kind and not exacerbating past trauma. We can't save people, but we can fight to make the world a kinder and more compassionate space so people have a safer place to do the work inside themselves.
Are you currently implementing any other billboards?
Yes, constantly! There have been over 650 now, and there are still ones up in certain parts of the world. I'm partnering with new groups, communities, and businesses to put them up in new and unique ways -- as well as funding ones on my own, too! I'm constantly writing new messages, affirmations, and words and have many designs I'm excited to debut via billboard and/or other marketing methods.
Can you tell us a little bit about your postcard project?
The postcard project was a natural next step after the billboards. I wanted to figure out more accessible and intimate ways to offer free affirmations to people -- something smaller that people could keep and look at everyday. The idea for postcards came to me immediately! I created a website where people can anonymously submit names and addresses and sign themselves or loved ones up for my postcards! I send them out nearly every month and every month's round always has a different affirmation that I've written and designed that month. I sent out over 20,000 postcards all over the world in 2020 and am on track to surpass that goal by at least 10,000 this year!
Where would you like your art trajectory to go?
My main goal I'm striving for now is to think of new and creative ways to integrate my messages of affirmation and compassion within communities. I recently have branched into airplane banners, boats, trucks, newspaper advertisements, and store front decor -- but am hoping to keep expanding and find more mediums that will work. I'm hoping to do billboards in Times Square this year as well as renting a section of highway in California to do a longer affirmation billboard project. I've also just started grad school and am studying psychology -- I'm excited to let this research, writing, and education deepen my art practice as well.
Are there any local organizations that you are a part of or that are important to you?
Honestly, I've done more of my work with organizations on a national scale but still have a few things I'd like to mention here in KC! I've partnered with schools (both local and national) to bring affirmations into curriculum for students -- I'm very passionate about that. I've also done work with the American Foundation for Suicide Prevention which has branches here in KC. Additionally, I've partnered with grassroots mental health groups in small towns across the country to do work in concentrated communities, prisons, and other facilities and feel very strongly about that, too.
What are your favorite spots around KC?
I really love Hitides coffee, Betty Rae's ice cream, hiking at Swope park, biking at the downtown airport, and the best mexican food you'll ever have at Torito III!
Who inspires you?
Tracy Emin, Barbara Kruger, Miranda July, my therapist, my mom, my husband.
Can you tell us about any favorite stories you've received from people that were helped by your billboard?
Honestly, there are a lot that have impacted me deeply and I try not to share the specifics as they are oftentimes very personal. But I've heard from single parents to people struggling with addiction and depression. I've heard from people in the prison system to people overseas in war. I've heard from people who have lost someone to people who are trying to find themselves. I've heard from people on the streets walking by them and people that I know personally. There are so many stories, and they touch me in a place that means so much I haven't found the words to tell you about yet.
Do you know of ways to help those affected by suicide loss?
Surround yourself with friends and people who love you -- talk, cry, hold, spend time with these people. If you're able, therapy helped me a lot. Be gentle with yourself. Feel the things you need to feel, there is no bad emotion. Your healing will happen gradually and sometimes will feel like the hardest thing in the world and sometimes will feel empowering, but you will heal. Join a local suicide support group for families and friends of victims -- they are free and meet once a week and can offer community that understands deeply.
How can we help you continue your mental health art activism?
The biggest way to help is to spread the word or donate! My website is myaffirmationproject.com -- sign yourself or loved ones up for affirmation postcards! And also, I'm always excited to hear about any ideas about different organizations I can partner with and new ways to get my affirmations out into the world!
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