The City of Cleveland relaunched its 311 system for non-emergency city services so residents can report issues or submit service requests 24/7/365, whether online or by phone. We carefully refined the visual identity and built an integrated marketing campaign to help spread the word about the new system and illustrate when to call, from potholes and graffiti to bulk trash pickup and roadkill. To reach Clevelanders where they live and work, out-of-home advertising (in multiple languages!) was a major component of the initial launch.