Problem How does a company reach a demographic that has little online activity? Solution By using strategically placed OOH to reach their audience. Background National Research Institute’s (NRI) target audience is the underserved, uninsured, and mature population -- a demographic social media struggles to reach. NRI holds a small following on Twitter, Facebook, and Craigslist. Objective The campaign objective was to increase new patient participation - tar- geting a more mature demographic. Strategy OOH’s ability to reach a mature market (who is absent online) was monumental in this campaign. NRI maximized its campaign’s strength by placing bilingual two-sheet posters, rail cards, and bus shelter ads in the LA Metro and at bus stations near the clinic. Plan Details Markets: L

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