Out-of-home media giant oOh!media has harnessed the power of print in a campaign for war PTSD charity the Walking Wounded, finding multi-channel mediums make its call-to-action promotions the most effective.
oOh! offered a three-month $1m campaign as the prize for its Million Dollar Pitch initiative, using a mix of wide format billboards and digital screens to promote donations for and awareness of the pattern of veteran soldier suicide in Australia.
The Walking Wounded campaign was a result of oOh!’s Million Dollar Pitch, which saw creative agency BCM’s charitable movement come out on top
According to oOh! outdoor media has evolved beyond simply large format billboards into a multi-channel medium that builds awareness, drives engagement and inspires action.
[Related: oOh! acquires Junkee Media]
oOh! chief executive Brendon Cook says the unmissable nature of printed outdoor media drove the issue into the headlines and forced bystanders to pay attention.
"We used a combination of classical out-of-home print media with a single presence and digital with multiple messages which drew incredible results and really hit the heart of society," says Cook.
“The campaign, which drew on our insights and innovation across our audience environments, forced a serious issue into the national headlines and drove a measurable response among everyday Australians through multi-channel integration and contextual relevance, using both our classic and dynamic inventory,” says Cook.
BCM managing director Paul Cornwall says outdoor media fulfilled the campaign’s main purpose, which was to save Australian soldiers from suicide.
“Audiences connected with the message in a variety of ways – through touch, exposure to dominant unmissable billboards, localised mobile re-targeting and online through rich content integrations,” says Cornwell.
“As a result of the campaign, two in three are now aware of suicide as a key issue affecting returned soldiers, an increase of 35 per cent pre-campaign. We also had more than 200 people volunteer to help. Fifteen returned veterans reached out to Walking Wounded, and 51 families contacted Walking Wounded for help.”
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