Awareness is the first and most important step for a brand that is trying to attract customers. Similarly, in the nonprofit world, informing the public about an organization is necessary to inspire donations and new volunteers, and this can be quite a feat, considering the number of nonprofits competing for attention and support.
Reaching target audiences is increasingly precise via digital media and market research, but audiences have become acclimated to seeing ads all around them, from billboards on their daily commute to banner ads during their evening web browsing. Road Scholar Transport of Pennsylvania found a unique way to cut through the noise by promoting charitable causes through vinyl fleet wraps.
Jim Barrett of Road Scholar Transport answered a challenge from his wife to do more charitable work in the way he knows best. One Saturday, she asked him to participate in a walk to support breast cancer awareness and research, but he had a better idea about how to get the message out on a bigger scale - using his fleet of trucks.
A week after the walk, Barrett completed a wrap with Avery Dennison® MPI 1105 Supercast Easy Apply RSTM for the American Breast Cancer Foundation on one of his tractor trailers. Pink trucks, after all, are bound to get people’s attention. The company’s Awareness Program launched shortly after, with the mission of raising awareness for causes that are valuable to society.