Billboard of the Day

Aretha Swift needs a kidney, but she's buried deep on the donor transplant list. So she coordinated a fundraiser to buy ad space, and now has 24 billboards plastered around Pennsylvania and in Times Square that send people to AKidneyForAretha.com, where they can find out whether they are a match for Swift. If Swift's billboards manage to land her a kidney, expect others desperate for organs to get similarly creative. But at least they're a major improvement on the billboard recently erected by a Texas mom to get her daughter voted prom queen, and the billboard in Chicago that compared global warming believers to the Unabomber. [adweek]