Billboards have become deeply integrated into a cityscape, making it harder for their message to get noticed as they blend seamlessly into the background, which is why the Marie Keating Foundation created a billboard that audibly reacts to people who pass by, making it nearly impossible to ignore.
In an effort to raise awareness for lung cancer, this billboard responds to anyone walking by with a soundtrack of someone coughing, encouraging those with a similar sounding cough to go to a doctor sooner rather than later. In addition to serving as a memorable and creative form of advertisement, this billboard creatively educates city inhabitants.
The campaign coincides with International Lung Cancer Month and is currently on display in Dublin.
Coughing Billboard Campaigns
The Marie Keating Foundation's Billboard Coughs as People Pass by
Trend Themes
1. Interactive Billboards - Similar to the Marie Keating Foundation's coughing billboard, interactive billboards that react to their surroundings could be used for creative and memorable forms of advertisement.
2. Cause-related Marketing - Cause-related marketing campaigns like the Marie Keating Foundation's could be used to raise awareness for any number of issues while also promoting a company's products or services.
3. Innovative Advertising - The use of unexpected or unconventional advertising techniques, such as the coughing billboard, can create a lasting impression on consumers and distinguish a company from its competitors.
Industry Implications
1. Advertising - Advertising agencies and companies could use innovative advertising techniques, like the coughing billboard, to create a lasting impression on consumers.
2. Healthcare - The use of cause-related marketing campaigns, like the Marie Keating Foundation's coughing billboard, could be an effective way for healthcare companies to raise awareness for important health issues while also promoting their services.
3. Public Awareness Campaigns - Interactive billboards and cause-related marketing campaigns, like the Marie Keating Foundation's coughing billboard, could be used for public awareness campaigns on a range of social and health issues.