PITTSBURGH (KDKA) — A new billboard was unveiled on West Carson Street, not far from the Duquesne Incline Wednesday night.

The billboard features 22-year-old Terrance “Matthew” Sands of Sheraden kissing his daughter.

Sands, who used to live in Braddock, was stabbed to death in Morgantown, W. Va., last September. The billboard was put up by Levi’s Jeans, a company Sands modeled for earlier this year.

Dolores Sands, the victim’s mother, told KDKA-TV she hoped the billboard would let people know that her son did not die in vain.

Kiersten Sands says seeing her brother on the giant billboard was bittersweet.

“He would love it,” she said. “He loved modeling and commercial aspects and everything. He would have loved to have the billboard up.”

The family hopes the main message of the billboard will be one aimed at stopping the senseless violence that has claimed the lives of so many young black men.