Jo Lively case study

Why use a billboard campaign?

Using of billboard campaign is not expensive as other types of advertising. Moreover, due to Jo Lively it was used nationally so everyone could see it and remember it. The result of such advertising is to remind people about something and when there are lots of billboards people always remember about it and try to investigate what the billboard is about.

Why should the advertising industry fund such a campaign?

Advertising companies advert whatever gives them profit: from shower gel to washing machine, from medicines to junk food. They should take responsibility for what they advert, however, if they stop doing it, companies will disappear. So if they invest their money in something useful then it means that even they think about what they promote and what the results of such promotions are. It is really sensitive and sensible.

How might fast-food companies feel about the campaign?

In my opinion, fast-food companies do not think about such campaigns. They are popular and people will buy it all the time. This is like smoking. Everybody knows that it is unhealthy, but nobody stops doing it.

What other forms of outdoor advertising might be appropriate for the campaign?

There can be transport advertising and it must be on special school buses. Also airship advertising can be appropriate if it would be possible for children and their parents to fly on it and inside it can be different promotions like presents, games, shows and etc. There is also ambient advertising media, however, it does not keep people’s attention on it and I do not think such a campaign would be successful.

What are the possible problems with using outdoor advertising for this campaign?

The first problem is that maybe not everybody goes out from their apartments or do not look on billboards and etc. Also the billboard