Fort Meyers, in southwest Florida, was recently the site of an anti-abortion controversy. Rather than stage a direct protest, however, the Center for Bio-Ethical Reform used mobile billboards to spread its message. Perhaps hoping to leverage the “a picture is worth a thousand words” effect in a greater area, the group sent a fleet of moving ads around the city for four hours as part of its Key States Initiative, which includes similar efforts in Orlando, Ocala, and Sarasota, as well as other states across the U.S.
The mobile billboards depicted, in color, aborted human embryos and early fetuses. “These pictures are so disturbing, we feel when people see them, it will impact their perception about what abortion is,” said one member of the Center told NBC2 Online. “The whole idea is to educate voters about who that baby is and what abortion does to that baby. These pictures are real, first and foremost.”
Resident reactions to the mobile billboard advertising were varied. While some called the images “disgusting” and said that they provoked “a nasty feeling,” others were downright confused. One resident didn’t like the images but acknowledged the message behind them. “Some people don’t know how severe abortions can be,” Amanda Spisak told NBC2 Online.
No matter what your product or issue, mobile billboards are one of the most interesting and effective ways to reach your target audience. The Fort Meyers event is a case in point. It’s just another testament to the power of mobile marketing.