Rather than simply talking about the difference between BBC World and most of America's news programming, we wanted to illustrate it… Hence, an interactive billboard displaying relevant hot topic news issues that asks people to stop…to think…and to engage. The billboard featured four different scenes from current news stories, posted over a six week period. Consumers were asked to vote, via text message, as to which side of the debate they fell.

The high traffic location and polarizing news subjects generated substantial buzz among the target, receiving extensive news coverage, and considerably expanding consumer impressions. There were 11,582 text messaged "votes" and of those who recalled seeing the campaign, 27% said that they had either tuned into BBC World or would do so in the near future.