OMA members lend OOH assets for RSL’s Anzac Day initiative

The Outdoor Media Association (OMA) and its members have again pledged support for RSL initiative ‘Light Up The Dawn’ ahead of Anzac Day.

OMA members will help promote the initiative nationwide across digital signs. ‘Light Up The Dawn’ first came about in 2020 to encourage Aussies to honour the armed forces despite COVID-19 forcing the cancellation of the traditional march and services.

RSL Queensland state president Tony Ferris said, “In 2020, Light Up the Dawn brought us all together in a year of great challenge and change, where the Australian community stood united – in uniforms or pyjamas, wearing medals, poppies and sprigs of rosemary – to let Australian veterans know that their service and sacrifice will never be forgotten.”

OMA members supporting Light Up the Dawn in 2021 include AOSCo, BIG Outdoor, Goa Billboards, JCDecaux, oOh!media, Outdoor Systems, Paradise Outdoor Advertising, QMS Media, Shopper Media, and Total Outdoor Media (TOM).

Ferris said this year’s campaign will encourage people to head back to more traditional Anzac Day activities with restrictions on movement having largely eased.

“It was moving to see the simple and safe gesture that was Light Up the Dawn very obviously resonate with the community last year. Our members were proud to support Light Up the Dawn using the industry’s network of digital signs to encourage people to come together,” he said.

The RSL will produce a short personal service and participation kit for use by the community, and a live-streamed dawn service at 6am on Anzac Day.

OMA CEO Charmaine Moldrich added: “It is wonderful to see our promotion of events like this not only lighting up the dawn but contributing to the public discourse by bringing people together in reflection on a day of such significance to our nation.

“We salute RSL Queensland for their efforts in producing Light Up the Dawn giving all Australians the chance to stand in solidarity in remembrance of those who served and made the ultimate sacrifice for our nation.”


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