As any good stewards of creativity will tell you, effective billboards typically only say ONE thing. And preferably in less than seven words.
But starting a conversation about mental health and driving folks to a website is not a seven-word task.
So, faced with such a monumental task, of course the natural thing to do was to make it even harder. We decided to boil the message down to a single word per billboard.
A billboard could never deliver the information we needed to in a way that would speak to the diverse population of Denver. Instead, we made it our goal to get our billboards noticed.
And we decided that simplicity was how we were going to achieve that goal.
(Spoiler alert: it worked)