Wheaton Franciscan Healthcare – All Saints Orthopedic Care

Outdoor

Outdoor ad – “Broken Billboard”

 

Print Ad

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.