Student billboard wins in Project Yellow Light contest

By Wendy S. Loughlin

July 18, 2019

Newhouse advertising student Alyssa Loffredo was a winner in this year’s Project Yellow Light scholarship competition, for which students create a TV, radio or billboard PSA to educate their peers about the dangers of distracted driving.

Loffredo, a rising junior from South Salem, New York, was a winner in the billboard design – college category for work created in ADV 208: The Big Idea in Advertising, taught by assistant professor Rebecca Ortiz.

“The course walks advertising students through the process by which great advertising is created—from strategy to execution, from client problem to advertising solution,” Ortiz says.

Alyssa Loffredo's winning billboard
Alyssa Loffredo's winning billboard

The Project Yellow Light brief was presented to the class by advertising alumna Kennedy Patlan ’18, now an assistant campaign manager with the Ad Council.

Students first interviewed young drivers. They then used their research and insights to develop a creative strategy to address the client's problem, written up in the form of a creative brief, which they used to develop and execute their billboard designs.

The contest drew over 2,000 submissions from college and high school students representing all 50 states. The winning PSAs were revealed June 7 on a digital billboard in New York City’s Times Square.

Loffredo has served as junior art director with TNH, Newhouse’s student-run advertising agency, and social media director for University Union. This summer, she is a marketing and communications intern at Eataly in New York City.

“I have found a passion for advertising because it allows me the opportunity to create across all forms of media, offers the opportunity to work in cities around the world, and produce content that not only emotionally impacts my audience but that also can potentially impact society for the better,” Loffredo says.

As winner in the college billboard category, Loffredo will receive a $2,000 scholarship.