A cohesive campaign leveraged visuals and messaging to strengthen PRC of Metro Richmond's invitation to women.

With a marketing and media plan focused on building awareness through billboard posters and social media ads, our creative team had a distinct challenge: how to communicate a message quickly, clearly, and cohesively.

Integrated visuals

Billboards and social media ads have one thing in common: people go by them quickly, whether they're driving down the road or scrolling through a feed. This makes images crucial: What will catch someone's eye? 

For PRC of Metro Richmond, our creative team chose photographs that represent the women they serve. It was important that these images be relatable to their situation: not too somber or too joyful, not too old or too young. 

The photos we selected feature faces looking out toward the audience as a way to capture attention. Paired with PRC of Metro Richmond's brand colors, the visuals tell a clear, cohesive story, whether women see them on the road or while checking social media.

Clear (and quick!) messaging

Think about how fast you drive by a billboard. How much time do you have to read the copy that's there? Five seconds? Maybe a little more if you're sitting in traffic, but even that can be just minute or two.

The same is true for social media ads. There's a lot to see on Facebook and Instagram and attention spans are short.

For each of the two messages developed for PRC of Metro Richmond—the practical and the emotional—only short, quick, absolutely essential copy could make the cut.

Drive-by copy

The practical messaging for the billboards simply speaks to the service a woman is looking for to confirm her pregnancy: Free pregnancy tests and ultrasounds.

Emotional messaging offered a softer, conversational approach. It invites women to talk in a caring, non-judgmental way.

Scroll-by copy

The copy approach is slightly different on social media. Both Facebook and Instagram limit the amount of text in an image, but offer defined space for in their ad templates. This gave us a bit more freedom to expand upon the practical and emotional copy.

Here's a closer look: