In response to the unprecedented emergency where thousands of families are still waiting for FEMA’s tarps 90 days after the hurricane made landfall, the Outdoor Advertising Association of Puerto Rico (OAAPR), is carrying out the AidMedia project, which consists of creating a new advertising media where brands can buy the roof spaces and cover the residences using tough billboard fabric.
Through this initiative, conceptualized by DDB Latina Puerto Rico agency, the advertisers pay for the production of the custom-made tarps to cover residences that have been identified by the municipalities. OAAPR staff installs the tarps made of the canvas material used for billboards, which is highly resistant to weather. The available spaces were listed in a microsite called www.aidmediapr.com, mapping residences in need, so that advertisers can choosed where to help.
To date, the AidMedia project has provided tarps to residences in the municipalities of Dorado and Caguas, thanks to commercial brands such as Bayer, Puma, Medal, Sam's, and WalMart, among others.
Outdoor advertisement created by DDB, Puerto Rico for OAAPR, within the category: Media.
Chief Creative Officer: Enrique Renta
Creative Director: Marco Antonio Muñoz
Copywriter: Patricia Pérez
Art Director: Diana Hernández
Production Director: Loren Ortiz
Chief Executive Officer: Edgardo Rivera
Chief Operations Officer: Ineabelle Ortiz
Account Manager: Susanne Alonso
Account Executive: Liz Labrada
PR Account Executive: Jennifer Daliz
Media Director: Martha Nieves
Planning Director: David Rodríguez
Editor: Joe Cintrón
Sound Engineer: Carlos Rivera
Producer: Blanca Abreu