The What:

Develop a campaign that would raise awareness for Mercy Flight's lifesaving role in Western New York.

And How:

By designing and placing roadside signs that read "Mercy Was Here" at more than 3,000 corners, curves, and intersections where Mercy Flight had landed to rescue a critically ill or injured patient since 1981, we dramatized their lifesaving role in the community. A billboard campaign which generated 21 million impressions over two months added further impact to the campaign.