LAOP Commuter Billboard Series
Los Angeles Outpatient Center (LAOP) wanted to expand brand awareness beyond performance channels, which had primarily focused on lead generation. The goal was to connect with people who live and work near the facility through messaging that felt approachable, local, and a little playful.
Culver City, CA
2021
Mental Health
Challenge
Los Angeles Outpatient Center had built a strong foundation in performance marketing, but awareness was limited to people already searching for care.
We needed to reach people before they were actively looking, and do it in a way that felt natural in a city where attention is limited and advertising is easy to ignore.
Results
During the one-month campaign, Los Angeles Outpatient Center saw:
+32% increase in branded search traffic during the campaign
Increased direct engagement from local audiences
Process
Media Planning & Placement: Focused on commuter routes rather than tourist areas, placing billboards along high-traffic roads near the facility to reach a local audience repeatedly.
Concept & Development: Built the campaign around a simple idea: connect everyday frustrations with a more approachable view of mental health.
Copywriting & Messaging: Used light humor and familiar pain points (traffic, parking, daily stress) to create messaging that felt conversational and easy to engage with.
Creative Direction: Kept visuals and copy clean and minimal to ensure readability and impact in a fast-moving environment.
Execution & Coordination: Managed vendor relationships and oversaw production and placement across all billboards.