How to Write Copy for Billboards

Writing copy for billboards can be a difficult task. Billboards must capture the attention of a viewer who likely is driving at high speeds and, even more likely, not paying attention to billboards.
  • No profanity, hate speech, personal attacks, or innuendos.
  • No statements that are verifiably false or needlessly inflammatory.
  • No ‘fine print.’
  • All political ads must have a clear and legible “Paid for by…” statement from a legitimate organization. This disclaimer may be written in the second submission box.
  • No negative or potentially controversial copy.
  • All music artists with explicit lyrics must put “explicit content” in their ad copy. This disclaimer may be written in the second submission box.
  • Use any copy from the brief verbatim. Clients pay extra for the copywriting service so we should give them a fresh take on their existing messages.
  • Include any extra copy in the second submission box. The “Company Name or URL” box should be reserved for the company name and/or the requested point of contact. Social media handles, addresses, phone numbers, etc., may be included if explicitly requested in the brief. Otherwise, please use the website as the default contact information.

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