LADbible Group’s outdoor campaign via Ooh Media celebrates everyday ‘LAD’ heroes

Independent social publisher LADbible Australia has launched a campaign via Ooh Media to reach young people across Australia and celebrate the evolving narrative around what it means to be a ‘LAD’.

The campaign has gone live across retail, street furniture and universities, bringing to life the everyday heroes that LADbible Group champions across all its digital content, which reaches more than 2m people 18-39 nationally.

The outdoor creative features Patrick Boyle, who became a hero of the Australian bushfires after he risked his own safety to save koalas. It also stars successful wrestler and world record-holding athlete Zion Clarke, who was born with Caudal Regression Syndrome [born with no legs].

LADbible Australia saw an audience increase of 158% in 2021. The publisher now has 6.7 million followers along with a total of 136 million video interactions on Instagram and Facebook.

The publisher’s popular Daily LADness series also formed as inspiration for this campaign, which achieved over 2 million engagements and 1 million page views on in 2021.

Joseph Summers, general manager, LADbible Australia said: “Following a successful year for growth for LADbible Australia both editorially and commercially, this campaign serves as a reminder of what we stand for and the everyday but inspirational heroes that are at the heart of our content and community, not only in Australia but across the world.”

The activation launched nationally on the 24th January.


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