If you have ever driven up or down Highway 101 through San Mateo you have likely noticed a huge electronic outdoor display that looks like a giant HDTV suspended to the west side of the highway. It is called SiliconView and it flashes alternating advertisement electronically. Messaging changes up to 10 times per minutes. Studies indicate that 91% of motorists notice the billboard most of the time and 62% notice it every time.
Occasionally SiliconView has an opening, as it did in early December, and JDRF is offered the space pro bono until a new paid advertiser signs on. First we thank John Mozart and Mozart Development Co for providing this great opportunity to JDRF. Then the immediate question we ask ourselves is what message do we want to convey? And how do we represent the message graphically allowing the driver to recall it later?
In the past, we have had Walk to Cure Diabetes messages featuring colorful sneakers and the JDRF logo, phone number and the URL of our website. Another message featured a photo or a young boy and the caption, Be His Hero Cure Juvenile Diabetes and the JDRF logo, phone number and the URL of our website.
This is the JDRF message that drivers see today and have seen this month driving the 101 in San Mateo. What does this message say to you?
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We wanted this message to say, hey you driving on Highway 101, do you have type 1 diabetes? Or does your child, spouse, grand child, partner, parent, aunt, uncle, cousin, sibling, friend, neighbor, teacher or even a co-worker live with type 1 diabetes? If your answer is yes, we should talk. It is easy to find us by searching online for JDRFBayArea which will bring up our blog, Twitter and Facebook and our website on the first page of Google, Yahoo and Big searches. You will also find our YouTube and Flickr. Connect with us in whatever way you prefer.
This message has the opportunity to be seen on an average by 119,395 persons 18+ in a 24 hour period during the week and a total of 3.4 million persons monthly. Considering the positioning in the Silicon Valley, what do you think? How effective will be using this billboard to inspire adults living with type 1 diabetes and people connected to type 1 diabetes to respond by learning more about JDRF if they do not already know us?
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