Non-profit ads take risks, build awareness
Last year we launched an awareness campaign for West Florida Regional Planning Council’s Ride On program that was unlike anything they’d ever done in the past. It was a bit off the charts for a government entity, with headlines including “Smog Smells,” “Control your Gas,” and “Dodge Traffic.” But the strong graphics and messages grabbed attention for their services, which include providing vanpooling, car pooling and other transportation support for the region.
The timing couldn’t have been better: we capitalized on pet peeves such as gas prices, pollution and traffic congestion and incorporated catchy graphics and down-to-earth copy. This low-budget campaign included a Web site, van wraps, flyers and public relations. It has not only helped generate new participants across the region, it was also recognized with a gold ADDY award from the American Ad Federation’s local chapter in February.
