Coachella Went After a Nonprofit Behind an STD Awareness—and Missed a Big Marketing Opportunity

A big billboard meets a sensitive issue

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Even by Southern California standards, the traffic jam created by motorists heading home from the Coachella Valley Music and Arts Festival is notorious. In the hours after the annual concert’s end, tens of thousands of revelers sit bumper to bumper on Interstate 10 as far as 60 miles west of the grounds.

There’s not much to look at on a desert highway in the middle of the night. One exception is a billboard about 15 miles outside the festival grounds, aimed squarely at the twentysomething revelers who’ve just partied for three days straight.




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