Idea

Getting Back Outdoors – It’s Worth a Shot

Michelle Ahern Bevans

Spring has sprung in Sydney and boy can we taste it. As the hope of lockdown life easing lingers (hopefully) only a matter of weeks away, it’s great to see businesses like oOh!media using their assets to encourage Sydney siders to get the jab with their new campaign ‘Getting back outdoors, it’s worth a shot.’

Utilising their network of classic and digital signage including road billboards, street furniture, airports and within retail centres, the location-based, data-led initiative uses data from the Australian Government to highlight state and territory vaccination rates accompanied by dynamic visuals tailored to local suburbs to encourage awareness and real-time updates of vaccination stats for wherever you are.

The initiative launched earlier in September throughout  VIC, NSW, QLD, SA, WA and ACT represents oOh!media’s philosophy of living up to its purpose of making public spaces better and bringing about the change we need in our lives.

oOh!media CEO Cathy O’Connor said the company wanted to do something to support governments’ vaccination strategies and help life return to some kind of normality as quickly as possible. “As the leading Out of Home company in Australia, we have a vested interest in getting Australians back outdoors as soon as we can, so we wanted to use the power of our network, which reaches millions of people each week across metro and regional Australia, to show support and encourage everyone to get the shot,” she said.

Dynamic digital artwork will be updated daily utilising data as reported either by each State Health Department directly, or by the Australian Government Department of Health.

“We believe the more people see the number of others getting vaccinated, the more likely they are to do the same thing themselves – and that’s good for all of us.”

Putting data at the forefront of creative ideas is a key approach for the outdoor advertising organisation. While there is no denying lockdowns have impacted how we all move about our daily lives (or not!) oOh!media’s heavy investment in data over the past 18 months has allowed their Audience Intelligence Hub to provide insights that are supporting and informing a wide range of businesses during the pandemic.

The data is showing that post-lockdowns, it is anticipated we can expect to see a greater volume of people outdoors than pre lockdown, especially as we edge toward 80% double-dose vaccination rates. Interestingly, it is also showing that while lockdowns have a detrimental impact on so many facets of our businesses and lives, the ‘bounce back’ is getting quicker – we’re becoming more resilient as a society. So that’s worth a shot, right?

More ideas like this