The public, one-to-many, brand-safe nature of Out of Home is no great secret.
As the pandemic has unfolded, brands have utilised Out of Home as a Platform for Good to deliver timely, considered and relevant messaging, using the medium to deliver their own public service announcements.
See some of the brilliant examples below of UK advertisers using Out of Home as a response to coronavirus…
HM Government adapted messaging in response to a rapidly changing situation.
World famous photographer, Rankin, has beautifully captured 12 portraits of NHS workers to celebrate the institutions, and individuals, role in managing the Covid19 pandemic. These portraits now form a stunning, cross-media owner, Out of Home campaign.
Whilst delivering an important message, Paddy Power were straight out of the blocks at the start of the crisis using Out of Home to display relevant messaging with humour, staying true to their tone of voice and reinforcing social acceptability that it was the right thing to do to stay at home.
UK supermarkets are reinforcing safeguarding and community messaging.
Deliveroo are empowering their customers by adapting their platform to deliver meals to support the NHS key workers and the vulnerable in society.
The creative also features the iconic rainbow symbolising this crisis.
The power of Out of Home amplifying social content has been showcased by DOOH.com.
The campaign has delivered more than 100 supportive messages from family and friends to digital screens nationwide through tweets with the hashtag #MyHeroes.
Pride Inside take celebrations of queer life to the streets
Creative agency Atomic collaborated with designers and illustrators to provide colourful, uplifting messaging to boost the mood of the nation, supported by over 100 brands across social media and Out of Home.
Newcastle-based artist and illustrator James Dixon created Out of Home posters to thank the NHS staff and key workers with witty, locally relevant copy – getting a smile or two on the road.
Women’s Aid ran a national campaign to raise awareness of domestic abuse which has been on the rise during lockdown and help raise funds to support their vital work with survivors.
Brands encouraging responsible behaviour internationally.
Just 8% of consumers think brands should stop advertising*