The touching story of a repurposed billboard.

The week of March 16th was like nothing I had ever experienced. That Monday morning The Weaponry, my advertising and idea agency, met with the University of Wisconsin Credit Union about updating their outdoor billboards and TV commercials in response to the emerging COVID-19 crisis.

By the end of the day, The Weaponry presented a whole new billboard campaign. The new outdoor boards were up practically overnight in both Madison and Milwaukee. In the process, The Weaponry set new turnaround expectations that are likely to haunt me for the rest of my career.

Standing Together

I was very proud of the new work that we developed in a single day. I especially loved the billboard that said, ‘Even when we’re apart we, stand together.’  It was a great way to express UW Credit Union’s promise to be Here for every you. During that time of growing isolation and uncertainty, as our community faced both a health and financial crisis, the message was spot on. And true.

George Floyd

Two months later, just as our nation was beginning to emerge from the COVID-19-induced isolation, George Floyd was killed by police officers, and our country found itself deep in another crisis.

In the days since George Floyd’s murder, people across the country have searched for ways to express their outrage and create change. Some have found powerful forces for progress. A few have engaged in more divisive actions. Unfortunately, the media coverage of the divisive has far exceeded that of the progressive. Because flames, shattered glass, and unpaid for merchandise with legs make for more interesting video than peaceful demonstrations.

Back To The Billboard

Early Tuesday morning I received an email from Anne Norman, the Chief Marketing Officer at UW Credit Union. She had received an update from Adams Outdoor, the billboard company in Madison, Wisconsin. As the Adams team (no relation) arrived to do a scheduled replacement of the We Stand Together billboard they discovered the billboard has been spray-painted with the words George Floyd. They took a picture of the graffitied billboard and shared it with us so we could see what had happened.

Wow

Anne and I were both struck by how powerful the graffitied board was. And we thought it would have been better to have simply left the billboard and its modified message in place. I suggested that we share the George Floyd board via our social channels.

Anne suggested an even better idea. She asked what I thought of putting the graffitied board back up. I thought it was an excellent idea.

The Reposting

Yesterday, on June 3rd, UW Credit Union reposted the George Floyd Board. Except this time they had it posted in one of the highest visibility locations in Madison, on the top of the Adams Outdoor building, beside the highly trafficked beltline. Because you know that a good billboard company always saves the best location for itself.

Proud Partner

I am extremely proud to partner with UW Credit Union. It’s an organization fully committed to the communities it serves. I am proud of Anne Norman for making a courageous decision to repost this billboard, a billboard that no longer features the UW Credit Union logo, in support of George Floyd, the Black community and the Black Lives Matters movement.

Key Takeaway

Do what you can to make a difference. Stand together. Work together. Support each other. Always do what you know is right. Like my friend Anne Norman and millions of others across America who are determined to leave this world better than they found it.

*If you know someone who could benefit from this message, please share it with them.