Out of Home Creative occasionally receives billboard design requests for public service announcements (PSA's). PSA's raise awareness for a variety of topics such as fighting ovarian cancer to hiring veterans in the workplace. In all of these cases, our goal is to execute an outdoor advertising design which creatively delivers what the client envisioned. Most of the time, clients provide little or no creative direction. Designing PSA's is one of our favorite things to do because it allows us (almost always) complete creative freedom to come up with a concept of our own; one that will engage the public because of its visual design. As Chief Creative Officer, I provide guidance and suggestions to each client during the creative process. My job is to know what design will work and won't work in order to effectively convey the client's message via out of home advertising.
Recently, the Outdoor Advertising Association of Georgia (OAAG) contacted us to design a PSA digital billboard in support of the men and women of Georgia's law enforcement. When the concept was first discussed, we knew we were potentially going to be a part of something big. I say “potentially” because I felt it depended on how the concept was executed and how it would be accepted by the public. Our objective was to meet the client's request by delivering a campaign design which Georgians could relate to in a positive way and would represent and honor local law enforcement.
OAAG’s only creative requirements were the thematic messaging of "support for law enforcement in Georgia" and inclusion of OAAG's logo; all other aspects were left to our discretion. We knew we wanted to showcase both men and women and use colors that were not too vibrant but would complement each other and draw immediate attention. The background colors created a nice contrast with the silhouetted figures and the bold, simple copy. The generic silhouette was selected to represent both genders, all races and nationalities. The female police officer stock image did not reflect a true silhouette of a woman and required setting and manipulation of hair. The original officer stock image badge (on the chest) was replaced with Blue versions large badge for consistency. The headline was chosen because our freedoms are a result of more than just the efforts of our military.
Due to the high demand from numerous outdoor advertising companies, the designs had to be reformatted for many different template sizes. An estimated 125+ digital billboards throughout the state of Georgia displayed the PSA campaign starting on July 27, 2016.
The billboards received the following news and social media coverage:
7/27: News Channel 9 ABC Chattanooga - OAAG launches billboards in support of law enforcement in Georgia
7/28: 11 Alive NBC Atlanta - New billboards to show support for law enforcement (mobile friendly link)
7/28: The President of the Outdoor Advertising Association of America sent this tweet about the campaign.
7/28: WTVM 9 ABC Columbus - Billboards honoring officers go up across Georgia (video)
7/28: Patch.com - Billboards Supporting Police Appear in Brookhaven, Chamblee, Dunwoody
7/28: WTOC 11 CBS Savannah - Billboards honoring officers go up across Georgia (video) and sent this tweet
7/28: KAKE ABC Wichita, Kansas - Billboards honoring officers go up across Georgia
7/28: Patch.com - Billboards Supporting Police Appear in Midtown (Atlanta)
7/28: DouglasNow.com - Independent group begins statewide billboard campaign in support of law enforcement
7/28: Fox 5 Atlanta - Law enforcement billboards going up around the Metro area
7/28: Fox 5 Atlanta shared this tweet and this post on Facebook
7/28: Georgia Bureau of Investigation shared this post on Facebook
7/28: WGCL CBS 46 Atlanta - Billboards honoring officers go up across Georgia (video)
7/28: Sandy Springs GA police department shared this post on Facebook
7/28: Habersham County Sheriff's Office shared this post on Facebook
7/28: Georgia Department of Public Safety shared this tweet and this post on Facebook
7/28: WHNS FOX Greenville, South Carolina - Billboards honoring officers go up across Georgia
7/28: WALA 10 FOX Carolina - Billboards honoring officers go up across Georgia
7/29: LaGrange GA police department shared this post on Facebook
7/29: Marietta GA police department sent this tweet
7/29: Tybee Island GA police department tweeted the GBI's facebook post on the campaign
7/29: City of Tybee Island GA sent out this tweet on the campaign
7/29: The Augusta Chronicle - Billboards show appreciation for law enforcement
7/29: Banks County Sheriff's Office shared the ad campaign on Facebook
7/29: The North Carolina Outdoor Advertising Association (NCOAA) recognized the support law enforcement billboard advertisements
7/30: LaGrange Daily News - Billboard company honors first responders
7/30: Coastal Area Traffic Enforcement Network shared the ad campaign on Facebook
7/30: Troup County Sheriff's Office shared the ad campaign on Facebook
7/30: Augusta Georgia twitter account sent out this tweet
7/31: WALB 10 ABC Albany aired this TV news report segment (YouTube video)
8/1: Breaking News twitter account sent out this tweet
8/2: Out of Home industry news blog billboardinsider.com authored this post on the campaign.
8/2: Out of Home Media sent out a tweet with a link to 11 Alive's article
The video above was courtesy of WGCL CBS 46 Atlanta (Meredith Corporation) and appeared on the July 28th evening news. WALB 10 ABC in Albany also aired a segment covering the ad campaign. As of August 1st the ad campaign, nicknamed "Georgia's Brave" by social media users, had generated over 1,100 collective "likes" and was shared 162 times on Facebook.
About Out of Home Creative: We are an outdoor advertising firm which designs billboards, digital campaigns, transit, and street furniture to any non-traditional out of home advertising. Based in Atlanta, Georgia we serve businesses, agencies, media buyers and out of home companies throughout North America. Melody Roberts is the Founder and CEO.