Billboards have long been a staple of outdoor advertising, capturing the attention of commuters and pedestrians alike. For Public Information Officers (PIOs), understanding how to effectively use billboards can amplify public service messages, campaigns, and important announcements and should be part of overall PIO training. Here’s a guide to get you started on the basics of billboard design and strategies to secure free billboard space for public service announcements (PSAs).
Understanding Billboards
Billboards are large outdoor advertising structures typically found along highways, in cities, and at high-traffic areas. They come in various sizes, with the standard being 14 feet high by 48 feet wide. Due to their size and placement, billboards are ideal for reaching a broad audience quickly.
Design Basics for Billboards
- Keep It Simple: Billboards are often viewed from a distance and at high speeds. This means your message should be concise. Stick to a maximum of seven words if possible.
- High Contrast and Bold Colors: Use high contrast between text and background to ensure readability. Bold, bright colors can help your message stand out.
- Large, Readable Fonts: Use large fonts that are easy to read from a distance. Avoid intricate typefaces.
- Strong Visuals: A compelling image can capture attention better than text alone. Ensure that any visuals are high-resolution and relevant to your message.
- Consistent Branding: Use recognizable logos and consistent color schemes to reinforce your organization’s identity.
- Call to Action: Include a clear and concise call to action (CTA). Whether it’s visiting a website, calling a phone number, or attending an event, make sure the CTA is prominent.
- Location-Specific Messages: Tailor your message to the billboard’s location. Localizing your message can make it more relevant and engaging.
Securing Free Billboard Space for Public Service Announcements
- Partner with Billboard Companies: Many billboard companies have a commitment to community service and may offer free or discounted space for public service announcements. Reach out to companies like Clear Channel, Lamar Advertising, or local operators. Companies like Lamar have “Giving Back” pages which should be leveraged.
- Leverage Non-Profit Status: If your organization is or has a non-profit organization attached to it, you may qualify for free or discounted advertising space. Highlight the public benefit of your message when negotiating.
- Utilize Unused Inventory: Billboard companies often have unsold inventory. Offer to use these spots for PSAs, which can be a win-win situation—your message gets displayed, and the company fills otherwise empty space.
- Seek Government Partnerships: Work with other government agencies that might have existing contracts with billboard companies. They may allocate some of their space for PSAs.
- Community Engagement: Engage with community organizations, local businesses, and stakeholders who might support your cause. They can sometimes influence billboard companies or even sponsor space for your message.
- Public Events and Campaigns: Tie your PSA to a significant public event or campaign. Events like public health awareness months, disaster preparedness weeks, or local community events can be compelling reasons for billboard companies to offer space.
Billboards are a powerful tool for Public Information Officers looking to reach a broad audience effectively. By adhering to design best practices and strategically seeking out free space opportunities, PIOs can maximize the impact of their public service announcements. Remember, the key to a successful campaign is a clear, concise message that is visually engaging and easily readable from a distance. Happy designing!