Creative advertising?

Is this an advertisement?  It seems that it was freshly installed and it doesn't have anything related to the city on it.  It is effective since it got my attention and got me to blog about it.

p.s. Thanks to the magic of social media I learned the following from an alert reader:

Cities that earn the Playful City USA designation receive access to the following benefits:

Two Playful City USA highway road signs
Marketing activation kit that includes press releases, a social media plan, and marketing materials to support national recognition and increase awareness
Webinars and networking events for city leaders to share and learn about innovative solutions for play
Exclusive access to Policy Map, an online tool that enables cities to leverage up-to-date city data that can be used in combination with KaBOOM! playspace mapping data
Access to grants offered by KaBOOM! that support increasing opportunities for play
Increased stature and competitive advantage for state and national grant opportunities