Outdoor ad – “Broken Billboard”
Print ad – “Torn Page”
Radio ad – “Weekend Warrior”
These ads targeted “Weekend Warriors” – middle-aged casual athletes, who have a bad habit of ignoring nagging chronic injuries. Print and outdoor ads used the medium itself as part of the concept, with the actual “Broken Billboard” concept being constructed in a high-traffic area on I-94 near the exit to the hospital.
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