BACKGROUND: The National Association for the Advancement of Colored People (NAACP) is America’s oldest and largest civil rights organization rec- ognizing the rights of African American citizens across the coun- try. The NAACP has been leading the effort for social justice for near- ly 1 00 years. Anyone who sup- ports the mission of the NAACP irrespective of race, religion, political affiliation and ideology can become a member of the Association. OBJECTIVE: The NAACP needed to increase its membership by drawing people to its website and launching a call-to-action campaign. STRATEGY: Due to a limited budget, the NAACP decided to launch an outdoor poster public service campaign appealing to the emotions of the African American community nationwide. PLAN DETAILS: The outdoor advertising ca

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