I don’t know about this case in particular, but I do know of another instance where they contacted the owner and were laughed at. They went to politicians who shrugged, saying they can’t do anything. Only then did they take matters into their own hands.
If someone would put up a sign that hypnotizes all passers-by and convinces them to smoke, would you say, just look the other way or don’t buy from them? That is exactly what this is: it is a sign that does damage, not a message that you don’t agree with.
If in fact the sole issue was that it had an image of a woman, and it was not overblown, in your face, or provocative, then I would have to agree and condemn it.