This billboard concept had been created in 2014 to campaign for Federal employees in Washington state. Are billboards still relevant? Consumers say yes. Today, billboards and outdoor advertising have expanded to many other locations than just our nation’s highways and thoroughfares. In 2021, the billboard and outdoor advertising industry in the United States was expected to reach $8.1 billion. This message was localized-since consumers engage and recall increases. Localization provides instant recognition, like the billboard is talking to you personally, it knows you, knows what you like to eat, where you like to go…knows how your hometown outrocks your neighbors. This builds instant rapport and favorability.