Everyone driving on the highways today is much impressed with the numerous large billboards advertising liquor, beer, and wine. We realize that these large roadside boards make impressions, and we all agree that the liquor traffic would not be quite so widespread if it were not for the idea of popularity it carries in the minds of many young people.
Properly coined slogans and pithy statements to the contrary can have an equal effect in helping "depopularize" the use of alcoholic drinks. The American Temperance Society of Michigan is now carrying on an advertising program for the second year. We use thirty-five large boards with inside advertising space of six by twenty feet. The advertising company does all the work, from the creation of the board to its maintenance to the end of the year. We believe the work to, be dignified and impressive. Persons from various parts of the United States have written us for information, and some very fine compliments are passed to us from leading people of the State in many walks of life.
Not only do we thus advertise against the use of liquor, but we also advertise the name of our church, and this has some value to the many thousands who see these signs daily.
Although we have changed the message on the boards this year, we have maintained the general scheme; hence the board is immediately recognized and identified by people who have seen a sign of this type elsewhere in the State. We believe there is a definite place for this kind of temperance work.