Out of Home, In the Guard

From roadside billboards to high school stadium banners to transit posters, strategically placed, impactful outdoor signage is a great way to achieve mindshare.

Role: Copywriter

Industry: Government

Objective: Create out of home signage for a variety of situations.

Challenge: The challenge of OOH is the wide range of styles that can be developed. A little more copy is acceptable for something with a captive audience like a transit sign, whereas a billboard requires the bare minimum of words to get a point across.

Approach: I wrote for the Army National Guard for eight years. In that time the formula never really changed. Envision the intended audience. Create an avatar of them in your imagination and write for them in the place where this OOH material is going to live, be it billboards that needed to be consumed at 80 miles per hour (Commend. Respect., You’ll Do Good), stadium signage that had to fit into the game plan (State Champion, Elevate Your Game), or transit signs that allowed for a little more copy (The Moment That It Was Up To Me).