ISBA takes page from history to launch unique billboard campaign

Back during the Depression of the 1930's, Burma Shave pioneered the idea of consecutive, cost-effective roadside advertising. Today, the Illinois State Bar Association (ISBA) announced it will unveil three consecutive billboards on I-55 in Feb. 8 and three side-by-side billboards inside Chicago's Metra Station in March. Each triad of billboards will feature the following message:  "Is she or isn't she ... not all lawyers are ... see if your lawyer is a member of the Illinois State Bar Association" and includes the ISBA's consumer Web site address, www.isbalawyers.com "Prior to the recession, obtaining this prime billboard space at a reasonable price would have been virtually impossible because published ad rates were high, lengthy in duration and non-negotiable," said John Bailen, chair of the ISBA Committee on Strategic Marketing for Illinois Lawyers.  "We feel fortunate to have found three consecutive billboards - available at the same time - in such high-visibility locations." Overseen by the ISBA Committee on Strategic Marketing for Illinois Lawyers, the ongoing advertising campaign is aimed at building confidence in the legal profession and educating consumers about the value of hiring a lawyer.  The campaign includes print advertising and information about the ISBA Member Mark and Member Firm Mark, which is currently being used by more than 1,000 members on stationery, business cards, Web site and other communications venues. The Chicago firm & Wojdyla, headed by David Wojdyla, is the ISBA's ad agency. Public relations services are provided by Chris Ruys Communications, Inc., of Chicago. The 35,000-member ISBA, with offices in Springfield and Chicago, provides professional services to Illinois lawyers, and education and services to the public.