An effective billboard campaign reinforces an idea by being a simple, yet eye-catching reminder for people who drive the same routes on a regular basis. The strategic placement of billboards can reach your target audience when they are on routine business trips and on occasional casual trips. Billboards can also offer convenient guidance for someone who sees the sign and wants to take action in the moment. For example, a person who is driving home may pass a sign for a substance misuse treatment center at the next exit and decides to stop for information or pamphlets about the program.
An organization may greatly benefit from this advertising technique because the ad stays up 24 hours a day, seven days a week and engages an audience the moment it is displayed. According to the Outdoor Advertising Association of America in 2010, more than 90% of Americans had at least one vehicle and made at least one interstate trip each weekday. A combination of exposure and a bold message will create awareness and a lasting impact on a community in the fight against opioids.
How can I do that?
1. Develop a strategy for reaching the most people and having the strongest impact (6-10 billboards in high traffic locations)
2. Design the billboard(s)
3. Approach your local coalition for help in funding and/or funding your project