Adams and Fairway Outdoor Advertising is doing something that has never been done before – donating more than 700 billboards in 21 states to promote art. The idea began when digital type design platform Goodtype issued a design challenge to their followers: if you could put anything on a billboard, what would it be?

Using the hashtag #goodtypetuesday, artists from around the world contributed their ideas on Instagram. Adams+Fairway then discovered the beautiful designs, and offered to post submissions with the best designs and messages. They ultimately selected 22 designs from artists around the world.

Todd Turner, Adams+Fairway’s National Creative Director, said of the campaign:

It’s always inspiring for us as advertising artists to see and share exceptional creative design, particularly those skills related to lettering. When we saw these beautiful designs and the passion behind the craft, we had to make it real.

The messages are positive, encouraging, and heart-warming. The world needs more positivity right now, and we think this campaign can help.

Goodtype founder and chief curator Brooke Robinson shared her excitement at partnering with Adams+Fairway:

Having grown Goodtype’s platform to nearly one million followers, it has been my mission to give them exposure by sharing their art and telling their stories as well as spread good through the art of lettering. We received an overwhelming response to the Instagram billboard challenge, with such positive and inspiring messages of hope and confidence. This is an amazing opportunity for these graphic artists, who’s [sic] passion for lettering will now be seen in communities across the country.

The billboards will be displaying positive messages in communities throughout the U.S. from now until September 23. This is an excellent example of running a campaign that isn’t directly about your company, but creates positive buzz about the good work that you do.