The nonprofit United Way is partnering with Bowling Green, Kentucky-based digital signage, menu board and kiosk company Eyeconic.TV to have digital billboards installed in Cash Advance stores in multiple states.

The billboards promote United Way's 211 service, which is a free service that people can use to get assistance following natural disasters, emergencies, housing crises or to report cases of human trafficking.

As first reported by Bowling Green's ABC affiliate, WBKO, Cash Advance stores can use a small portion of the screen to advertise some of the services it offers, such as its “check and go” program, but the rest of the screen is devoted to 211 promotion. So far United Way has deployed the billboards in 50 Cash Advance stores in seven states, according to the news report.