Billboards

Another awesome share from Mashell. This time her pass-along info is about a HeartWalk billboard campaign in Charleston. I could totally see the slacker version working in Austin (home of the original 1991 Slackers movie) and with some creativity we could come up with even more versions.

1) The Build Up - When we first talked, we had the idea of doing a one or two month campaign to create a higher level of awareness for walking and thus the Heartwalk. We could do that with a bulletin (or three) and/or posters. The concept behind these is to use the equity (or build equity) in the Start! logo to encourage people to be healthier by walking. The thought occurred to us that if people start walking, what do they stop doing? There were three major issues that walking improves.. weight, respiratory and mood. The tone we're going for is light-hearted and friendly yet seriously encouraging. We feel these are phrases friends would use in conversation. "Man, my belly is jiggling. I need to get active." "I gotta stop slacking off and just start walking."

2) The Heartwalk® - The stock ads for the Heartwalk have always presented problems.

Because they're trying to accomplish in one poster what we're doing with a longer campaign, the date and place gets lost in either a background photo or conflicts with a headline. We've redesigned a much simpler version to get to the point quicker and keep consistency with the walking campaign that will precede it. By the time the Heartwalk posters are up, most people will have seen the walking bulletins, thus their recognition of the logo and their mindset of walking has increased.