Somewhere along I-90 in South Dakota, we were bumping down the road in our motorhome. Mom was driving while my sister and I lounged in the back reading our “Archie” comic books. My brother was sleeping in a bunk above the driver’s seat and dad was reading at the table. Don’t judge us — these were the days when you could drive a motor home down the highway unrestrained by a seatbelt.

The camper made a slight jerk as mom decided to make an unplanned stop at the upcoming exit ramp.

“Why are you exiting the highway?” my dad asked.

My mom replied, “We are stopping at Wall Drug.” Within a few minutes the camper was parked in the middle of nowhere at a giant drugstore.

Why? Because for almost 300 miles, mom had passed over 200 billboards suggesting travelers stop at Wall Drug. The billboards promised all kinds of delights; the original billboard from 1931 simply promised “free ice water.” According to Wall Drug, they have 300 paid billboards, but there are many more unofficial billboards extending from Minnesota to Montana. There is actually a Wall Drug sign in London.

As the story goes, Ted and Dorothy purchased a drug store in 1931 in Wall, South Dakota, population 231 (today 688). Business was grim until Dorothy had the idea to post a billboard along the highway offering free ice water to travelers. An immediate response kept the drugstore in business as customers begin to buy ice cream and snacks in addition to receiving their free water. According to the Wall Drug website, in 1931 the city of Wall was somewhat affectionately known as “the geographical center of nowhere.” Yet today, the store attracts 2 million visitors each year.

Our family drank the free ice water and then purchased some taffy and potato chips. Soon after, refreshed from our stop, we loaded into the camper and resumed our travels on the desolate highway. We continued to Mount Rushmore and spent the night.

It is interesting that after all these years, I barely remember seeing Mount Rushmore, yet I can vividly remember our short stop at a drugstore in the middle of nowhere.

In a way, our lives are sort of like walking billboards, “advertising” what is important by how we live. Thinking about Wall Drug makes me wonder: what does my billboard-of-life say about Jesus?  Are my actions compelling enough to make someone stop and ask?

Fortunately, God has not given us the job to convince people about Jesus. We are simply called to be compelling — to live a life that models Jesus so others will want to experience him too. With Jesus, the Living Water is free.

Jesus said, “Anyone who is thirsty may come to me! Anyone who believes in me may come and drink!” (John 7:37-38a).