22squared Crafts Hurricane Irma Relief Effort from Destroyed Billboards

Independent Agency 22squared has utilised the billboards damaged by hurricane Irma to create a new campaign, aimed at raising money for the hurricane relief effort.

“Highways are lined with billboards shredded to pieces,” 22squared senior copywriter Luke Sokolewicz said in a statement. “It’s a constant reminder that even though the storm has passed, there are still so many people in our community who remain broken.”

22squared utilized the remains of billboards destroyed in the hurricane to create new ones, the signs direct people to their specific IrmaGivesBack.org site. The site itself then directs people to where they can help with the following message:

“We’re encouraging people across the nation to donate to the Florida Disaster Fund, Florida’s official private fund to support disaster survivors. 100% of funds raised will go toward disaster-related response and recovery; there are no overhead costs. To learn more about the Florida Disaster Fund and Volunteer Florida, visit Floridadisaster.org.”

“Many of us have family or friends that have been affected by Irma, so this has been a deeply personal project for all of us,” 22squared associate creative director Garen Bogosian said in a statement. “The idea started with a small group, but as word spread throughout the agency, we had an outpouring of volunteers helping transform these signs of destruction and devastation into signs of hope, and a rallying cry for our communities to come together.”

22squared has partnered with Lamar Advertising to collect pieces for the project and display them on billboards in Fort Myers, one of the areas hit hardest by Hurricane Irma. Agency staffers volunteered their time and efforts for the “Irma Gives Back” campaign, which was created, from concept to execution of the hand-crafted billboards, in just five days.






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