Global out-of-home industry says 2021 is ‘our second chance’

The out of home (OOH) industry is positioning next year as the world’s second chance to re-evaluate what is dear to them, in a global campaign asking whether the new habits and values picked up in lockdown will be sustained into 2021.

Billboards appearing in 30 countries across five continents, and in 10 languages, will ask whether people will still value essential workers and maintain their newly acquired hobbies in 2021.

The billboards will appear in 30 countries

The campaign is a collaboration of the World Out of Home Organisation (WOO) and UK-based creative agency, New Commercial Arts. The OOH space for the campaign is estimated to be valued at US$25m.

Charmaine Moldrich, CEO of Australia’s Outdoor Media Association (OMA), said the campaign seeks to find the silver lining of the difficult year that has been 2020.

“The pandemic has brought about many catastrophic changed that have uprooted all our lives, but this campaign looks for the silver lining. It asks us to reflect on the things that we hold dear to us, to consider how we can re-shape the world around us and come out of this into a better world,” she said.

“#OurSecondChance is the global out of home industry’s endeavour to remind us of the wonderful things we may have re-discovered. Our families, our friends, our neighbours, the kindness of strangers, our planet. This is a unique moment when we can all recognise and share.”

The OOH space for the campaign is valued at US$25m

WOO president, Tom Goddard, said: “#OurSecondChance reflects the new post COVID-19 world, in a non-partisan way and highlights the opportunity it gives citizens across the planet to consider their priorities and aspirations.

“New Commercial Arts has produced a stunning campaign that shows the out of home industry at its best and most striking. It is a reminder to advertisers and agencies that as the world re-opens for business, out of home remains the only true global medium.”

OOH will be backed by social media activity with the hashtag #OurSecondChance, with Twitter polls intended to garner the global feedback on the positive changes the pandemic has created for people.

Participating OMA members are Big Outdoor, Bishopp Outdoor Advertising, Goa, JC Decaux, Ooh Media and QMS Media.


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