Virginia tourism officials were left with egg on their faces after updating their well-known "Virginia is for lovers" campaign with posters, T-shirts and bumper stickers featuring models making a heart from both thumbs and index fingers – a sign used by the violent Chicago-based street gang, the Gangster Disciples.

BCF, a Virginia Beach-based advertising company, developed the new "Live Passionately" campaign at a cost of $400,000. The two-year marketing effort by the Virginia Tourism Corp. is budgeted to spend about $2.5 million a year, reported the Hampton Roads Daily Press. VTC officials decided Friday to alter the images showing the hand sign rather than scrap the ad campaign.

Gangster Disciples sign (Courtesy of KnowGangs.com)

Despite several calls to state officials, including Gov. Timothy M. Kaine's office, from police organizations, including the Virginia Gang Investigators Association, tourism officials went ahead with a planned promotional event in Virginia Beach on Wednesday where T-shirts and bumper stickers with the gang-like sign were distributed.

At the time, tourism officials were aware of the possible conflict but not fully informed about the nature of the Gangster Disciples, believing the gang to be "a small group confined to South Carolina," said Alisa Bailey, the state tourism office's president.

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According to the FBI, the Gangster Disciples is "one of the most violent of four African-American gangs that hang out on the south side of Chicago. They are known for their violence and the distribution of crack cocaine. The Vice Lord Nation is the oldest street gang in Chicago followed by the Black Gangster Disciple Nation, also known as the Gangster Disciples."

"Our intent was to show people using their hands to make a heart to signify 'Virginia is for lovers,'" a statement released Friday by VTC said. "For the majority of people, the heart sign is a symbol of love – and the campaign's images intended to convey a love of travel and love of Virginia. A heart has been our symbol since 1969 and we were looking for new ways to express it."

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