April 24, 2025
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Empowering Campaigns: PRWeek US Awards 2024 Recap
Discover the impactful winners and honorable mentions at PRWeek US Awards 2024, celebrating innovative campaigns shaping the industry.
Winner: Dove (Unilever) and Ogilvy PR - Turn Your Back
Social media has been distorting people’s faces with filters for nearly a decade. However, the advent of generative AI is giving it a terrifying push, as evidenced by the way the Bold Glamour filter technology tore through TikTok. It airbrushed users to a single beauty standard, altering people’s faces so much that some thought it should be banned for its potential mental health effects. And thanks to AI, Bold Glamour maintained the effect even when a hand was placed in front of a user’s face, making it impossible to tell if someone was using the filter.
Dove, already heavily invested in its No Digital Distortion movement and the Dove Self-Esteem Project, wanted to fight back against Bold Glamour. Based on its ongoing research on the psychological damage caused by filters, it knew that 80% of girls had experimented with them by age 13, and that girls who distort their photos are more likely to have low body-esteem (48%) compared to those who don’t distort pictures (28%).
Judges loved how Dove raced to turn the social conversation on its head. Within 72 hours, it launched a campaign to combat the problem, partnering with 68 influential, authentic creators on TikTok, asking them to #TurnYourBack. They also tapped the brand’s ability to leverage data to reach moms with educational insights while solidifying Dove’s credibility with women. Actress Gabrielle Union even joined in from the red carpet.
With earned media outreach, paid online and out-of-home media, posts quickly got 54 million video views and 567,000 engagements.
Honorable mention: Crest, Oral-B (Procter & Gamble) and MSL - Closing America’s Smile Gap
Dental disparities in the U.S. are no secret, but this poignant campaign made even the most jaded social media user stop scrolling. Videos show young children doing their best to clean their teeth using nothing but their fingers, illustrating why 50% of low-income children between 6 and 11 are affected by tooth decay. Out-of-home and influencer efforts also helped ignite conversation. And thanks to the effort’s donation component, children in need got 500,000 dental-care products.
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Frequently Asked Questions About Advertising in Empowering Campaigns
Q: How much does outdoor advertising cost in Empowering Campaigns?
A: The cost of outdoor advertising in Empowering Campaigns starts from $2,500 CAD, varying based on factors like location, format, and duration. BM Outdoor Media offers customized solutions, including Bulletin Billboards (48'W x 14'H), Digital Bulletins (8'W x 14'H), Posters (22'8"W x 10'5"H), Junior Posters (11'W x 5'H), and Transit Advertising options such as bus advertising, shelters, and interior cards. Our team will help you select the perfect media type to fit your budget and marketing goals.
Q: How can I buy outdoor advertising space in Empowering Campaigns?
A: Purchasing outdoor advertising in Empowering Campaigns is easy with BM Outdoor Media. Select your preferred format—whether it's a Bulletin Billboard (48'W x 14'H), Digital Bulletin (8'W x 14'H), Poster (22'8"W x 10'5"H), Junior Poster (11'W x 5'H), or Transit Advertising (buses, shelters, interior cards)—with packages starting from $2,500 CAD. We handle everything from permits to installation, ensuring a seamless process.
Q: How much is a billboard ad in Empowering Campaigns?
A: Billboard advertising costs in Empowering Campaigns vary by format: Bulletin Billboards (48'W x 14'H) start from $3,800 CAD monthly, Digital Bulletins (8'W x 14'H) from $4,500 CAD, medium-sized Posters (22'8"W x 10'5"H) from $2,800 CAD, and Junior Posters (11'W x 5'H) from $2,500 CAD. Pricing depends on location, visibility, and contract duration. Contact BM Outdoor Media for competitive pricing and premium locations.
Q: What are the benefits of outdoor advertising in Empowering Campaigns?
A: Outdoor advertising in Empowering Campaigns offers 24/7 visibility, high-impact exposure, and strategic placements in high-traffic areas. With options ranging from large Bulletin Billboards (48'W x 14'H) to compact Junior Posters (11'W x 5'H) and Transit Advertising (buses, shelters, interior cards), you can select the format that best reaches your audience. Investments starting at $2,500 CAD deliver excellent ROI compared to many other advertising channels.
Q: Where can I find the best outdoor advertising locations in Empowering Campaigns?
A: BM Outdoor Media provides premium outdoor advertising locations in Empowering Campaigns's most visible and high-traffic areas. We offer Bulletin Billboards (48'W x 14'H), Digital Bulletins (8'W x 14'H), Posters (22'8"W x 10'5"H), Junior Posters (11'W x 5'H), and Transit Advertising options strategically positioned throughout the city. Prime locations start from $3,200 CAD, with our team helping you select optimal placement for maximum impact.
Q: How long should I run an outdoor advertising campaign in Empowering Campaigns?
A: For optimal brand exposure, we recommend running your outdoor advertising campaign in Empowering Campaigns for at least four weeks, with packages starting from $2,500 CAD per month for Junior Posters (11'W x 5'H) up to $4,500+ CAD for Digital Bulletins (8'W x 14'H). Longer campaigns enhance brand recognition and customer engagement, with discounts available for 3+ month commitments across all our media formats.
Q: Does BM Outdoor Media offer digital billboards in Empowering Campaigns?
A: Yes! BM Outdoor Media provides high-impact Digital Bulletins (8'W x 14'H) in Empowering Campaigns starting from $4,500 CAD monthly. These digital billboards allow for dynamic ad rotations, dayparting, and flexible messaging to maximize your campaign's effectiveness. Digital solutions offer greater flexibility, real-time campaign updates, and attention-grabbing visual impact.
Q: What outdoor advertising options are available in Empowering Campaigns?
A: BM Outdoor Media offers multiple formats in Empowering Campaigns: Bulletin Billboards (48'W x 14'H) from $3,800 CAD, Digital Bulletins (8'W x 14'H) from $4,500 CAD, Posters (22'8"W x 10'5"H) from $2,800 CAD, Junior Posters (11'W x 5'H) from $2,500 CAD, and Transit Advertising (bus exteriors, shelter ads, and interior cards) from $2,800 CAD. Each format offers unique advantages depending on your targeting needs and budget.
Q: What is the process for launching an outdoor advertising campaign in Empowering Campaigns?
A: BM Outdoor Media's process in Empowering Campaigns includes consultation, strategy development, creative design, production, installation, and ongoing campaign monitoring. We'll help you select the right format—from large Bulletin Billboards (48'W x 14'H) to Transit Advertising options—based on your objectives. With budgets starting at $2,500 CAD, we create comprehensive campaigns tailored to your specific marketing goals.
Q: How can I measure the success of my outdoor advertising campaign in Empowering Campaigns?
A: BM Outdoor Media provides audience analytics, traffic data, and engagement metrics to track the effectiveness of your campaign in Empowering Campaigns. Whether you choose Bulletin Billboards (48'W x 14'H), Digital Bulletins (8'W x 14'H), Posters (22'8"W x 10'5"H), Junior Posters (11'W x 5'H), or Transit Advertising, our reporting tools are included with all packages starting from $2,500 CAD to help quantify your advertising ROI.
Q: Can BM Outdoor Media target specific demographics in Empowering Campaigns?
A: Absolutely. Our diverse media formats—from large Bulletin Billboards (48'W x 14'H) to focused Transit Advertising—allow for precise demographic targeting based on traffic patterns, neighborhood demographics, and consumer behavior. For example, Transit Advertising effectively reaches urban commuters, while strategically placed Junior Posters (11'W x 5'H) can target specific neighborhoods. Targeted campaigns start from $2,900 CAD, offering better conversion rates and campaign efficiency.
Ready to elevate your brand in Empowering Campaigns? Contact BM Outdoor Media today for a free consultation and discover how our premium outdoor advertising solutions can transform your business.
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