I have always loved writing outdoor advertising because it routinely offers the toughest challenge to A) get the audience to notice, B) make them feel something and C) get them to take action. Back in 2003, when I wrote this billboard, we had approximately 2.5-seconds to accomplish A, B and C. Today, it's probably less. Yes, outdoor is challenging, but if we're going to litter the landscape with billboards, let's try to at least make them good (and effective). For the record, we helped reduce the euthanasia rate in Charlotte by about 25% over the two years this campaign ran.
Jim is a father, husband, copywriter, daydreamer and founder of smashcommunications. Follow him on Twitter at @smashadv
