When charged with the task of creating a campaign to spread the word about cleaning up Birmingham’s air, Big utilized a lighthearted look at yesterday to address this serious issue of today. Big identified a need to divide the multiple messages that the Regional Planning Commission had outlined, making separate ads, each with a singular call to action.

The 15 second spots asked residents to ride their bike or walk to work, car pool and mow the lawn only on non alert days among others.

Humorous scripts, paired with vintage film clips delivered the message so effectively that 69.03 percent of residents indicated in research that the commercials motivated them to action.

The American Advertising Federation Birmingham awarded the campaign a 2006 Silver ADDY® in the category of Local Television Campaign. When the campaign was updated the next year to include additional spots, those spots also received a 2007 Silver ADDY®.

The tagline “Do Your Share For Cleaner Air” was paired with its own customized logo which branded the campaign and delivered instant recognition and top of mind awareness.