Hours after Barack Obama was declared the nation's President-elect on Nov. 5, the nation's largest out-of-home media companies posted the medium's first-ever digital public service announcement. Designed pro bono by TAXI Inc. for the Outdoor Advertising Association of America, the campaign, "VS/US" is designed to unite the country after a long and contentious presidential race.
Among the companies participating in the PSA, which runs through Nov. 12, are Clear Channel, Lamar Advertising, CBS Outdoor, EYE, Titan Worldwide, Health Media Network, and several place-based digital networks.
"Out of home is a powerful medium, even more so with the advent of digital technology," said Paul Lavoie, chairman and chief creative officer for TAXI. "This campaign succeeds on two levels, by influencing the public with a positive message and by illustrating out-of-home's capacity as a leading, national medium."
Taking advantage of the digital medium, the copy on the ads will change from "last night" under "VS" and "this morning" under "US" to November 4 and November 5 the next day.
On election night, Clear Channel also used its digital boards as a news source, posting real-time election results from MSNBC on its digital properties.