ATLANTA BBDO is moving its campaign for the Peace Corps to outdoor media, marking the first time the volunteer service organization has used that outlet, the shop said.
The Atlanta agency's ad will be placed on billboards and transit shelters in 27 markets, including Washington, D.C., Philadelphia, San Francisco, Detroit and Atlanta. The Peace Corps relies on donated space for its advertising.
The new ad features the Peace Corps logo and Web site address over a sunrise with the headline "Never have to start sentences with 'I should've ... '" The work joins the current campaign that the Omnicom Group shop launched in 2003 after winning the account in a review. Those broadcast and print ads will continue to run and carry the tag, "Life is calling. How far will you go?"
The Peace Corps, which was created by in 1961 by President John F. Kennedy, is using the campaign to increase the number of people who join the organization.