Foundation for a Better LIfe
Reminding People of the Good That’s in Them
The Foundation for a Better Life was created to promote good values. Their long-running public service campaign, “Pass It On,” is known for featuring celebrities and well-known figures with the positive values they embody. With humanity’s ever-changing priorities and concerns, Pass It On needed an update to remain relevant and impactful. Our Objective: Refresh the brand’s global advertising canvas, introduce a shift in tone from a “One-to-Many” voice to a “One-to-One” voice and engage a younger audience.
It’s In You
Instead of asking the audience to aspire to be like the celebrities they saw on billboards, we started asking, which of these incredible values do you see in yourself? By restructuring how the values were communicated, along with reframing headlines, we asked people to look in the mirror, see their worth and “pass on” the good they already possess.
A modernized look and feel ensured all of these critical messages were communicated clearly in cluttered environments like airports and highways.
Showing Up Where Messages Are Most Meaningful
Additionally, the campaign was extended to remove famous faces and simply feature headlines in contextually relevant places where stress can be high and certain values critically important.
The Results
Reaching billions of people globally over the last two decades, the Outdoor Advertising Association of America has recognized the Pass It On campaign as “the most successful public service campaign in the history of outdoor advertising.” By encouraging the audience to look inward at the values they already embodied, we helped The Foundation for a Better Life fine-tune this legacy campaign and make more of an impact on individuals.
