The Billboard That Didn’t Sell a Thing

During the NCAA Final Four in San Antonio, the roads were lined with ads for beer, sneakers, and fast food.

But one billboard didn’t sell anything.

It carried a warning: “Sex trafficking happens here.”

Why it worked:

• Timing: When the nation’s eyes were on San Antonio, Rights4Girls put their message on the busiest road.
• Shock factor: In a sea of “Buy this!” messages, a life-saving warning cuts through.
• Credibility: It wasn’t just a stunt. Local organizations and law enforcement backed it up.

Here’s my twist: If I ran a brand, I’d steal this play for cause marketing. Instead of another “10% off” ad, run a billboard about a local problem—and connect your brand to the solution. Awareness buys trust.

Takeaway: Not every billboard has to sell. Sometimes the boldest message is: “We stand for something bigger than us.”