Rate This Ad allows a billboard designer to rate a random piece of billboard artwork using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer talks about what they may have done differently for outdoor advertising. This week’s rating is provided by Greg Callaham www.gregcallaham.com) who has over 30 years of experience in outdoor advertising design. Insider has used and endorses Callaham’s services.

University of Tennessee

Rating: 2 (below average)

• The ad pictured here sends a simple, appealing message: “More than half of our graduates have no student loan debt when they graduate.”
• It’s a powerful selling message aimed straight at prospective college students and their parents. No wonder the graduate pictured is so happy! Unfortunately, the place where one can go to graduate debt free is the smallest thing in the ad. In fact, that info is overpowered by a superfluous “special program” logo.
• While the orange color is helpful, that alone does not make it 100% clear that the viewer should apply to the University of Tennessee to have a chance at such a significant benefit. This ad earns a 2 (below average).

As always, I do not know the details of the art request or components of the campaign this ad may or may not have been part of. But looking at this challenge with the eye of an OOH graphic designer and through the lens of the target audience, I would have urged the advertiser to run the ad pictured below to promote the same or a similar message:

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