THE CAMPAIGN: To target the NIH in Bethesda, MD and to drive awareness around the use of baby monkeys in scientific research.
STRATEGY: Outdoor Advertising was used to surround the NIH. Bus Shelters were placed within a .5 mile radius of the NIH and at the entrance/exit of a key Metro Station Stop for the hospital. Bus Kings and Bus Tails were used on key bus lines that serve the NIH and nearby areas.
RESULTS: The campaign resulted in the NIH changing its policy on baby monkey experimentation.
“We won the NIH baby monkey campaign that you so generously supported!! We know from conversation with NIH that the ads we ran with you made a HUGE impact, and I just want to let you know how grateful I am."
Justin Goodman, M.A.
Director, Laboratory Investigations Department