New York City – Ben & Jerry’s co-founder and activist Ben Cohen recently brought his newly launched "Up In Arms" movement to New York City, partnering with French artist JR’s Inside Out Project Photobooth Truck. The initiative, which took place last week, engaged participants in creating a public art installation designed to urge Congress to significantly reduce Pentagon spending and reallocate funds towards critical domestic needs such as housing, healthcare, and education.
The "Up In Arms" movement, officially launched in Washington D.C. in June 2025, advocates for a fundamental shift in U.S. budgetary priorities. Cohen's campaign specifically targets the nearly $900 billion Pentagon budget, including the estimated $100 billion allocated for nuclear weapons. The movement posits that by reinvesting half of these military dollars, the United States can fully fund essential services for its citizens without imposing new taxes, thereby moving "closer to true safety and security," as stated in the movement's outline.
During the NYC event, the collaboration with JR’s globally recognized Inside Out Project allowed individuals to have their portraits taken. These portraits were then integrated into a larger installation, amplifying the voices of those supporting the call for budgetary reform. JR's project is known for transforming public spaces with large-scale photographic installations, fostering community engagement and collective expression on social issues.
Ben Cohen has a long history of activism against excessive military spending, consistently arguing for the redirection of funds to social programs. His past efforts include the "Oreo test," where he visually demonstrated the disproportionate allocation of federal funds to the Pentagon compared to other sectors. The "Up In Arms" movement represents a continued, multi-year public education and advocacy project aimed at raising awareness and influencing policy decisions regarding the nation's financial priorities.
The campaign emphasizes that a substantial portion of the Pentagon's budget could be reallocated to address pressing societal needs, thereby realizing the "American Dream" for more citizens. Cohen, joined by retired military officers and national security experts, asserts that such a reallocation would not compromise national security but rather enhance it by strengthening the nation's internal infrastructure and well-being.