As attention has turned to Puerto Rico's recovery from Hurricane Maria, 22squared's Tampa office and media vendor Lamar want people to remember Hurricane Irma, the largest Atlantic storm in recorded history.
The "Irma Gives Back" advocacy campaign features outdoor billboards appearing on donated media space in Fort Myers, one city particularly ravaged by the storm. The two agencies collected and reused storm-damaged vinyl to develop messages of hope and encouragement as well as direct volunteers to IrmaGivesBack.org, where they can donate money or time via Volunteer Florida.
22squared employees donated their personal time to hand-craft the entire initiative, from concept to execution, and did it five days.
“Many of us have family or friends that have been affected by Irma, so this has been a deeply personal project for all of us," says Garen Bogosian, associate creative director, 22squared. "The idea started with a small group, but as word spread throughout the agency, we had an outpouring of volunteers helping transform these signs of destruction and devastation into signs of hope, and a rallying cry for our communities to come together.”