Billboards are Big! How to Connect to All Residents about Waste

Formerly the domain of the legal, insurance, and restaurant sectors, municipalities are starting to use billboards as part of their communications efforts.

The reasons are simple: well-placed billboards generate a lot of repeat “impressions,” and can in fact be surprisingly affordable.

There’s a few things to keep in mind to get the most out of your billboards:

• Minimal text: The best practice is seven words or less! Remember, people are moving quickly past your billboard – they only have a short time to read and recall your message.
• Strong image: One large, strong image is better than lots of little images. This is particularly challenging for municipalities that want to highlight all the items that can be recycled!
• Think big: Billboards are large and seen at a distance. Thin visual elements can be hard to distinguish, so use think lines, etc.
• Be creative: Using a funny, or even provocative, image or message will help generate recall.

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