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.

Blue Cross Blue Shield of Tennessee

Rating: 2 (below average)

• This ad is meant to inform the public about an insurance company’s community involvement via its employees. Unfortunately, there is too much text and it is too thin, which makes the ad difficult to read, understand, and remember.
• In addition the logos are so small it’s easy for the target audience to miss who is trying to communicate with them.
• The 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 message:

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