Prior to May 2021, Find Your Anchor, a grassroots suicide prevention, awareness, and education initiative; Born This Way Foundation, Lady Gaga’s nonprofit mental-wellness organization; and the Ali Forney Center, a nonprofit that provides housing and supportive services to LGBTQIA+ homeless youth, had relied heavily on Facebook to drive awareness of their public service announcement (PSA) – the Please Stay Pledge, a powerful suicide prevention project. However, the recent introduction of out-of-home (OOH) to their media mix has significantly elevated the campaign’s impact – and potentially saved young lives.
Talon America supported the campaign pro-bono, developing a media strategy and securing targeted media placements in partnership with Clear Channel Outdoor, Lamar Advertising, OUTFRONT Media, Pivot Media Ventures, Intersection Co., and New Tradition.
The integration of OOH yielded immediate and measurable results, driving a 66 percent increase in online pledge participants, a 32 percent rise in printed pledge downloads, and boosting website page views by 33 percent. In total, the 21-state OOH campaign generated 194 million impressions between May and July, a media value of more than $1.8 million.