Local Billboards Show MOM’s Impact
This spring as you’re driving around the Madison area, you just might see Middleton Outreach Ministry in a whole new way—on billboards! MOM was one of eight nonprofits chosen by Adams Outdoor Advertising for their Adams Collaborate program. The program’s aim is to work with local non-profit organizations to create a year-long, outdoor branding campaign and raise awareness for local causes—all free of charge.
The program, which is now in its second year, has provided more than 5 million dollars in advertising to local nonprofits. Lannia Stenz, Executive Director of Gilda’s Club Madison—one of last year’s winners, attributes great success to their Adams Collaborate campaign. “Following the first month of having the billboards posted, our new member numbers nearly tripled,” she said. Erika Monroe-Kane, Director of Communications at Madison Museum of Contemporary Art—another winner from last year, noted, “We heard from many different people that they found the billboards inspiring, that the campaign brought them joy, that they felt gratified their community values art and that they loved the look of the billboards.”
To start the process, a team from Adams Outdoor Advertising met with MOM to brainstorm campaign ideas, tour the facility and learn more about MOM’s work. The result is a group of similarly themed messages with phrases like, “Not just a can, it’s courage.” And “Not just peas, it’s promise.”
The billboard phrases were inspired by the experiences of strong, resilient people from within MOM’s West Madison, Middleton and Cross Plains service area who come to MOM and receive effective and caring services that enable them to rise above difficult circumstances. “We hope these fun and creative messages will pique people’s curiosity about what we do,” said Ellen Carlson, Executive Director of MOM. “People can then visit our website and learn about our community-supported efforts that go way beyond providing cans of food. Working together with the generous people of our community, MOM changes lives.”
MOM’s first billboard went up on April 26 on the belt line near Fish Hatchery. An estimated 100,000 cars will drive by it each day. Other winners this year include Badger Honor Flight!, Domestic Abuse Intervention Services, Foundation for Madison's Public Schools, Operation Fresh Start, Reach Dane, Underdog Pet Rescue of Wisconsin, Inc., and VSA Wisconsin. The new campaigns will run for a full year after posting.
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