Out-of-Home industry proves it ‘funds lots of good stuff’ in latest campaign via Born & Raised
The Out-of-Home (OOH) industry has ventured no further than its own backyard with the launch of its new campaign promoting lesser known facts about Outdoor advertising, with the tag ‘Outdoor advertising funds lots of good stuff’.
The campaign has launched across OMA member inventory nationwide including Adshel , APN Outdoor, Bishopp, Executive Channel, Goa, iOM, JCDecaux, Metrospace, oOh! Media, Paradise Outdoor Advertising and ROVA. Over 600 ad faces will be in market in January, across the ACT, New South Wales, Queensland, South Australia and Victoria.
“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,” said Charmaine Moldrich, CEO, Outdoor Media Association (OMA).
“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: “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”.
Adds Moldrich: “Our contribution to the community might not be as obvious as it is with other media and we want to change that by raising awareness.”
Six things you probably didn’t know about outdoor advertising:
1) Outdoor advertising subsidises public amenities such as bus shelters, public toilets, kiosks, phone booths, park benches and pedestrian bridges. At last count, there are close to 7,000 pieces of public infrastructure provided by Outdoor companies. Outdoor advertising is the only form of advertising that gives back to the community in this way. This contribution is estimated to be over $275 million.
2) In 2012 the Outdoor industry donated over $15 million in advertising space to a variety of worthy causes including charities, education and sporting organisations.
3) The Outdoor industry directly employs around 750 people and the industry as a whole contributes an estimated $250 million GDP each year to the economy.
4) Outdoor works a treat for public health and safety messaging. Government owned sites contribute directly to roads and road safety campaigns. In fact, Government was in the Top 10 advertising categories for Outdoor in 2012.
5) Billboards help grow your super. Property Trusts (the ones who are commonly owned by your Superannuation funds) maximise your nest egg by investing in billboards on the sides of their buildings, which they then lease to produce income.
6) The public embrace the medium; 75% of people surveyed said that Outdoor advertising gives them something to look at when out and about; and a hearty 86% of people agree that Outdoor advertising makes brands and products stand out.
For further information go to oma.org.au
3 Comments
What a waste of a such a great opportunity to engage people.
7) outdoor advertising doesn’t have to be good, thereby keeping the bad art directors, junior copywriters, and sub-standard clients in gainful employment and off the streets so they don’t turn to a life of crime and antisocial behavior in which they might deface these ads.
How is providing the structure upon which you build your business (out-of-home advertising) philanthropy? This is a cynical attempt at social responsibility. If OMA want to do something for the community they should put their money where their mouth is. Next they will try to re-badge as a social enterprise…