Unless you’re actively involved in advertising, you may not be familiar with the name One Twenty Three West but they have been the driving creative force behind some wildly successful OOH ad campaigns in recent years.
One of their very best is the BC Children’s Hospital “Small Is Mighty” campaign in Canada. A variety of billboard designs each tell a small part of the same story. Although there is text on each design – namely, the phrase “Small is Mighty” and the name of the hospital, that’s not what draws, demands and ultimately keeps your attention.
BC Children’s hospital helps sick kids, and they put pictures of a few of their patients on each of the designs. These are kids who are beating the odds with the help of the talented staff of BC Children’s hospital, who are able to provide that help thanks to innovators, who get their funding via grants.
The evocative images on the billboards that are a part of this campaign manage to do several things at once:
- They highlight the bravery and indominable spirit of the kids undergoing treatment.
- They highlight the hospital on the front line doing the caregiving
- And they raise awareness that helps fund the next round of grants that will be the reason many of the kids pictured on the billboard ads ultimately survive.
That’s just great stuff all around, and pure magic. Everybody who passes one of these is a little more likely to donate to a cause that helps fund one of the research grants that will save lives, and even if a viewer doesn’t do that, he or she may share the image on social media, which is happening all over the world and on a variety of social media channels, which further raises awareness. You just can’t get much better than that.
The lesson here is simple. If your product can change or even save a life, why not show that by showing images of the people your product or service has positively impacted. Granted, it might not be as big a feel-good story as the one told by BC Children’s Hospital, but it doesn’t have to, in order to be successful!
Whether you’re interested in that, or some other angle, we can help you with your next advertising campaign. Just give us a call at 404-671-9490.