I’m sure the Coalition of Fathers and Families for New York is a fine organization. I’m also pretty sure they’re a non-profit, judging from their billboard which has numerous issues that wouldn’t exist had they spared some change to consult with a professional designer.

1. Too much. There is simply too much for someone to read as they’re driving along. A motorist would be lucky to read the first line up in the red before passing the billboard, let alone the next four lines of text. Then again, if it’s placed in an area where there is very slow or stopped traffic every day then it could work.

2. Website vs. phone number. ACFC.org is a great url. It’s only four letters. It’s a lot easier to remember than 800-978-3237. So why is the website URL so small–too small to be read, in truth–while it’s the phone number that is larger? Plus, who calls numbers anymore? I’m at least 2,419 times more likely to visit a website I see on a billboard as opposed to calling a phone number.

3. Small text. Children need both parents, AGREE? Sure, that sounds great, but the only reason I can read it is because I’m looking at a photo taken at close range. Even if that line were the only line on the billboard I’d have trouble reading it until I was so close that I didn’t have time to read it before passing.

My advice, say more by saying less, and drive people to the website, not a phone number. Following those two simple pieces of advice would probably make this billboard 50 times more effective. Anyone want to take a stab at redesigning it?