Right after Hurricanes Irma and Maria struck Puerto Rico, around 70,000 homes were left without a roof. There was a shortage of emergency tarps and construction supplies, which delayed relief. While most billboards got damaged, the outdoor material they use is more durable than FEMA’s blue tarps, and their crews have expertise handling weather resistant materials.
Case Study
To help those affected, Outdoor Advertising Association of Puerto Rico turned paid media into Aid Media, a new medium that gives brands a way to turn their support messages into support actions, and puts outdoor advertising where it can help the most: roofless homes.
The website is an online inventory of roofless homes offered as aid media spaces. They were mapped with the help of municipal government in severely hit communities. The cost includes production, installation equipment, crew, documentation and most importantly, roof for a family.
This campaign won 4 gold awards and one Gran Cúspide at the 2018 Festival Cúspide. Aid Media keeps raising awareness of the many families that still need a roof.
