News

OOH industry promotes how its advertising gives back to community

OMA_IIC_Jan2014_4The out-of-home (OOH) industry has launched a new campaign promoting “lesser known facts” about outdoor advertising, focusing on how the industry gives back to the community.

The campaign, which launched on December 31, runs across Outdoor Media Association (OMA) member inventory nationwide, with Adshel, APN Outdoor, Bishopp, Executive Channel, goa, iOM, JCDecaux, Metrospace, Media, Ooh Media,ROVA and Paradise all donating free ad space for the campaign.

OMA CEO, Charmaine Moldrich said in a statement: “Outdoor advertising is the only media that gives back to the community in this way, subsidising public amenities, including bus shelters, public toilets, park benches and transit infrastructure, as well as contributing to council fees and superannuation.

“It’s not a well-known fact in the community and we want to let people know how much we really contribute but we didn’t want to be too earnest about it.”

Creative agency Born & Raised who developed the campaign, said in a statment: “Out-of-home gives back to the community in many ways that people are unaware of, so it was fundamental that we found an engaging way to bring these messages to life.

“The happy and likeable billboard characters deliver the message with charm and humility. Combined with bright and simple design that lets the message win, the campaign is a showcase for effective outdoor communication.”

image002

OMA_IIC_Jan2014_1

OMA_IIC_Jan2014_2

OMA_IIC_Jan2014_3

 

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.