A few months back an animal rescue group bought billboard space at the Washington exit of the Kennedy (I-90) expressway. On it they posted a message aimed directly to Oprah.
“OPRAH – Please do a show on puppy mills; the dogs need you!”
The billboard is a two minute walk from the Walker Sands office, so every time I grabbed lunch across the bridge, I wondered if it would have any impact. The location was good. Anybody taking the Kennedy and heading toward Harpo studios would have to see it. Oprah producers, writers, or maybe even Oprah herself had a constant reminder that this issue was out there. And who could resist a cute puppy?
Last week the tactic bore fruit with an entire Oprah show featuring puppy mills and rescue animals. It's probably one the more depressing Oprah's so if you don't want to feel sad, I'd avoid it for now, but it definitely had an impact. My wife and I were about two seconds from getting in a car and getting another dog from the shelter, and we've both spread the word about adopting through a rescue organization.
Compared to other billboards, I can't see one with a better return on your investment. Sure there are some great locations to talk to the masses of Chicago, but there isn't one that can talk to the masses of the country. Oprah can.
If I am the owner of that billboard, the price just went up on that space.
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