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Notes From the Ground Game: TransPromotion

Since the launch of our COVID-19 Vaccine Education Initiative, which includes more than 300 cross-sector partners and is the largest and most urgent communications effort in American history, we’ve deployed what we’ve called an air game and a ground game. What we mean is that we’re going big and broad with our messaging, in classic Ad Council fashion (the air game), and we’re also going deep into communities and finding new ways to engage with the people on the corner—the family doctors, the trusted pastors and the local pharmacists (the ground game). In other words, it’s not just about major tech companies, brands, government agencies, celebrities and influencers—it’s also about people like Cory Moskowitz at TransPromotion, a mobile advertising company.

Cory is just one of literally thousands of people who’ve raised a hand to help during this unprecedented moment, and went above and beyond to do so by covering production costs to display our work on one of the trucks in his network, which he essentially turns into mobile billboards. We caught up with Cory to talk about why he knew he had to get involved and what he’s learned along the way.

Lonny Pugh: Cory, when was the moment you knew you needed to help with our COVID-19 Vaccine Education Initiative? What was it that made you reach out to us?

Cory Moskowitz: I read an article about the Ad Council’s involvement with vaccine education and specifically related to out-of-home advertising and knew I could help in a very unique way. Our trucks are able to get into places that traditional billboards or other outdoor ads simply can’t, and I knew that would be valuable to the Ad Council.

LP: Your past nonprofit support has been at the local level. What was it about this initiative that made you see the possibility to engage with a national effort, and what has been the takeaway?

CM: While the campaign was national, our support was still very local. We have partnered with a local carrier (BDR Express) to wrap a truck that spends its time in the Mid-Atlantic region and supports our local community. In my opinion, all support starts at that level, we just have the means to help in the local execution. It was important to us to bring that national attention to our communities.

LP: What can you say about the reach of your efforts so far?

CM: Our truck drives about 6,000 miles a month, making its normal deliveries, and is seen by about 70,000 people every single day—people who may not otherwise be exposed to traditional out of home media, based on where they work or live. Our offering gives folks the chance to expand their audience in a big way.

LP: Have you personally had any meaningful conversations or interactions around the COVID-19 vaccines during the course of your work on this effort that have stayed with you?

CM: I constantly hear from folks who they saw the truck, which is always great to hear—that means it’s working.

LP: What would you say to those who might want to get involved with this or future social-good initiatives, whether at the personal or corporate level, but aren’t sure where to start or what exactly they might have to offer?

CM: Reach out! You never know if you can help until you ask the question. I’m a firm believer in giving of my time, talent and treasure whenever possible. What many people don’t understand is that treasure isn’t always money—in this case, it’s a truckside ad.