PVBLIC worked with the White House and Partnership for a Healthier America to launch a national campaign to encourage drinking more water. The campaign included digital and traditional outdoor advertising across eight digital place-based media networks and three traditional outdoor media. It generated over 729 million impressions across over 33,000 screens in 200+ markets. Results showed increased brand awareness, recall of the campaign's message, and intentions to drink more water in the future.

2. COMPARISON:
In
2012
NFTE
paid
10x
more
in
adver=sing
for
the
same
number
of
votes
The Campaign
• PVBLIC worked in partnership with the White House to
coordinate with Partnership for a Healthier America to
implement a national movement to drink more water.
• PVBLIC brought together the research companies,
creative agencies, media vendors and corporate
sponsors and stewarded the process of developing
a fully integrated media and PR campaign.

3. COMPARISON:
In
2012
NFTE
paid
10x
more
in
adver=sing
for
the
same
number
of
votes
Media Components:
• Eight digital place-based media networks:
• Health clubs
• Doctor’s offices
• Nail Salons
• Office Buildings
• Shopping Malls
• Bars
• In-Taxi Media
• Gas Station Digital Screens
• Check-Cashing Facilities (English and Spanish
copy)
• Three traditional outdoor advertising media:
• Digital Billboards
• Bus Shelters
• Wrapped Double-Decker Buses
• Additional elements:
• TV Appearances
• Twitter Campaign

4. COMPARISON:
In
2012
NFTE
paid
10x
more
in
adver=sing
for
the
same
number
*Results:
• 14,152 venues.
• 200+ markets.
• 714 digital billboards.
• 33,111 screens.
• 729,266,870 impressions generated.
• Ad recall averaged 43%.
• The campaign garnered a 10% lift in brand
message “You are what you drink”.
• 88% of viewers plan to drink more water in the
future.
• Reached 1.6 million people through online
advertisements, most of which skewed younger;
between the ages of 18-49.
• 69,000,000 people reached through Twitter.
*measured
by
Nielsen