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THE BILLBOARDS GO
NATIONAL - Monday, July 21,
2008!
I am working to create a national
digital bilboard campaign for
one day - Monday, July 21, 2008.
Here is the billboard that
will be seen coast-to-coast.
Won't it be wonderful? Inspiring?
A hug is something every parent
- or grandparent - can spare
and share.
Lamar Advertising and Clear
Channel Outdoor have offered
to donate the display of a similar
message on at least one billboard
in cities across the U.S. on
the same day, July 21, 2008.
Yes, it's a huge idea but as
Marianne Williamson said (and
Nelson Madela made famous):
"Our deepest fear is not
that we are inadequate. Our
deepest fear is that we are
powerful beyond measure... We
ask ourselves, who am I to be
brilliant, gorgeous, talented,
fabulous? Actually, who are
you NOT to be? There is nothing
enlightening about shrinking
so that other people won't feel
unsure around you. As we let
our own Light shine, we unconsciously
give other people permission
to do the same."
In return, I will work with
the digital billboard company
to create a big, feel-good PR
splash. We will pitch this story
to all TV stations in every
billboard city, as well as Oprah
and Good Morning America, Ellen,
Leno, USA Today, the Wall Street
Journal and elsewhere. The angle
is, I'm not rich or famous,
I'm just a mom in Reno, Nevada,
with a simple reminder to working
parents everywhere that I learned
the hard way - to give their
kids a hug every day.
MARK'S FIRST BILLBOARD
In 2003, on the 5-year anniversary
of our son Mark's death, our
family had a pair of identical
billboards put up in Houston.
The billboards were only up
for one day but it is estimated
that over 550,000 people drove
past them. Here is what the
billboards looked like:
I think this billboard connected
with people because it offered
an easy, positive suggestion
to all parents they could do
today - hug their kids.
Billboard
Sponsor Information
WANTED: Donations of
Digital Billboard Advertising
We are looking for companies
to place a PSA-type message
on their digital billboards
in cities across America for
one day, Monday, July 21, 2008,
for the Hug Your Kids Today
project.
Message
The message is simple: Hug
Your Kids Today
WIIFU – What’s
In It For You, the Donor
1. It will help you draw more
attention and viewers to the
digital billboards you already
have installed. I have an extensive
publicity plan designed to encourage
your local TV, radio and newspapers
to cover this campaign and give
you some free advertising.
2. It will help you get more
future digital billboards approved
by planning boards because of
the positive publicity about
this message. I know you do
Amber Alerts and hurricane warnings
but those are negative (but
necessary!) messages. This message
is positive and makes everyone
feel good.
3. Your other advertisers on
your digital billboards that
day will LOVE you for all the
attention you brought to their
advertising messages.
4. It helps kids and strengthens
families in your community.
This message shows your employees,
customers and communities that
you care about their most precious
possession - their families.
Media Plan
Targeted media include: Good
Morning America, Oprah TV show
and magazine, Ellen, TV stations
in every billboard city, Leno,
USA Today, the Wall Street Journal
and elsewhere.
Other organizations that will
we will target to promote the
day include: The Compassionate
Friends (national grief support
group), other pro-child groups
like Boys and Girls Club, the
Parent-Teachers Association,
the American Medical Association,
the American Cancer Society,
National Assoc. for Gifted and
Talented, Gazette's moms blogs
(like RenoTahoemoms.com)
We’ll use press releases,
YouTube videos and target major
blogs, Internet and global news
agencies.
Who’s Behind
this Project?
Michelle Nichols, the sales
columnist for BusinessWeek.com
for the past six years. Her
son, Mark, died suddenly in
1998 at age 8 ½. Her
family put up billboards for
one day in Houston on his 5-year
anniversary that said, “Hug
Your Kids Today. We Wish We
Could. In Memory of Mark Nichols
1989-1998." ABC-TV in Houston
did a nice story on it. His
10-year anniversary is July
21, 2008, the targeted day for
Hug Your Kids Day.
Additional Possibilities
Opportunity to partner with
the project on the book that
will be ready by July 21, 2008,
titled: Hug Your Kids TODAY:
5 Key Lessons for Every Working
Parent, by Michelle Nichols.
For more information
www.HugYourKidsToday.com
Contact Michelle Nichols. Toll-free
877-352-9684 or direct (775)
303-8201 in Reno, Nevada.
Email: hugs@HugYourKidsToday.com
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