Perched precariously on a billboard looming over I-35, Danny Silver waves to gawking commuters, hoping to generate a response.

In Danny’s case, the response will allow him and fellow homeless people in Austin, Texas to enjoy a place they can call home. From a media perspective, the reaction to this unique outdoor advertisement has been immediately successful.

Austin non-profit group Mobile Loaves and Fishes teamed up with local advertising dynamo T3, creating a campaign called “I Am Here” to generate awareness of Austin’s growing homeless population. The creative copy on the billboard actually points to Silver, who occupies the billboard for several hours a day. Those who view the billboard are urged to text “Danny” to 20222. Doing so pledges $10 to help Danny and other homeless people find permanent shelter.

The campaign has already reached national media outlets, as CNN picked up the story yesterday. So how do you take one measly billboard — the oldest form of media — and turn it into viral story, racking up additional value that can’t be quantified? (Similar to the Tiger Woods Aerial Banner campaign.)

Catch My Eye

“Outdoor can’t be turned off!” Yeah, ok. If you’ve ever heard this common billboard shill then you know while its technically true, outdoor can still be “tuned out.” If you drive by the same billboard every day on your commute and the creative copy always stays the same, you are likely to ignore the message as if its not even there. In your eyes’ perception, the billboard fades or obscures because there is nothing new to see. Our eyes want to look at something bold and unique that triggers our brain to take a closer look. While not every billboard can feature a real person as part of the creative copy, advertisers should constantly be challenging what can and can’t be done with outdoor advertisements in terms of extensions, embellishments and use of all available space, including the landscape and environment around the billboards.

Be Interactive

Not only did the “I Am Here” campaign hit the initial “wow factor” by featuring a real person on the billboard, it weaves an immediate call-to-action into the message by offering the short code to text and donate to the cause. Its a two-step process to persuade the public into donating (the end goal / result of the campaign). The first is generating a “want-to”, an emotional response that pushes you to act. Using Danny on the billboard accomplishes step one. The next step is showing me “how-to”, which is accomplished with the short code. All you have to do is text to satisfy the emotional “want-to.” The billboard communicates exactly how to make a difference. By donating via text, you are directly interacting with those you wish to help.

Be Human / Real

This might seem a little obvious, but the more an advertisement can speak to its intended audience on a one-to-one level, the better. This advertisement isn’t screaming for yuppies to buy an Audi or asking small businesses if their internet is fast enough…..it cuts right to your gut and asks you if you really need that $10. It tells you that someone out there needs it more than you. It becomes a personal decision. If you text and donate you will probably feel good about it and may even mention your good deed to friends or colleagues, perhaps encouraging them to do the same. If you don’t text and donate, will you feel any guilt or shame? An advertisement that puts human emotions at the forefront of the decision-making process wins every time, regardless of what the audience eventually does. One way or the other, the decision caused by the billboard will resonate long after first view.