• by OMMA Editors , September 12, 2021

Suicide prevention groups Find Your Anchor, Born This Way Foundation and the Ali Forney Center added out-of-home to their media mix, which had relied heavily on Facebook. Their new campaign featured the line, “This is the sign you’ve been looking for. PleaseStay.us,” on billboards, subway entrances and boats. The effort drew a 66% increase in online pledge participants, a 33% hike in page views, a 32% boost in printed pledged downloads and 191 million impressions. Direct website visits replaced Facebook as the top acquisition source.