A new OR law requires landlords to disclose the smoking policy of their buildings to tenants as smoking with the shared ventilation systems of apartments is often a problem for renters. So with limited budget and a very targeted audience, we had a media challenge on our hands. How do we reach apartment dwellers without spending money talking to those who live in single family homes?
Our answer to this challenge became a true collaboration between the media and creative departments. After ruling out mass media, the solution was to advertise in laundromats. We know that most people who live in single family homes often don’t visit laundromat facilities; thereby we would be reaching the targeted audience without the waste.
Ads in the form of clings will remind renters of the new law and will be placed on the front of washing machines for three months throughout the state reminding renters of their rights.