The Washington Post has unveiled an ad buy in New York City’s Times Square to promote its new section Well+Being, on personal wellness.
Tourists and pedestrians will see a colorful, five-screen display featuring thought bubbles of questions people have about their health and well-being. The queries include, "Why do I crave midnight snacks?" and "Why do I get night terrors?"
These disperse to reveal the tagline, “Subtract the noise, add the experts,” set against a blue sky.
“Times Square is arguably the most hectic pedestrian intersection in the country,” states Perrin Lawrence, head of brand and consumer marketing at the Post, of the first-ever ad buy. “It’s a perfect place to interrupt the chaos a day can bring and create space to pause and consider your own well-being.”
Lawrence adds that the campaign “leans into The Post’s mission to empower people and, with Well+Being, provide clarity amid a noisy landscape of ‘wellness’ recommendations so our audience can make decisions about living well every day.”
Set to appear in Times Square for five weeks, the campaign will also run in transit shelters in San Francisco and Washington, D.C. through Nov. 11. In addition, the Oct. 11 print edition will feature a coloring page.
The effort will be also featured across Post-owned and -operated platforms, and in ad units on its homepage.
The Post will also offer physical and digital stickers tied to Well_Being’s pillars of food, fitness, mind, body and life.
Symbolic effort at only symbolic cost?