Outdoor advertising industry reboots ‘Look Up’ campaign

The Outdoor Media Association’s ‘Look Up’ campaign is set to be repeated after one in three people said they recalled the banners as encouraging them to look up and out.

The idea for the campaign came after world-renowned neural and systems complexity specialist Dr Fiona Kerr found looking up and out is one of the most beneficial states to be in to optimise thoughts and make connections with the world and each other.

Thousands of ‘Look Up’ signs are set to be rolled out across Australia in July and August following on from the first campaign in January 2019.

Outdoor Media Association (OMA) chief executive officer Charmaine Moldrich says “Our members take their responsibility of being in the public domain very seriously, and this campaign is part of our ongoing commitment to engage in public dialogue, reflecting and contributing to important conversations.”

Dr Kerr said her findings revealed that by looking up and out we can experience life-changing benefits of connecting with the world around us and each other.

“It seems counter-intuitive to our modern culture that looking up and out and seemingly doing nothing could be the most beneficial state for optimising our thinking, but in fact, this is our natural way of being or ‘default’ mode if we’re not distracting our brains with technology or pushing it down the rabbit hole of trying to work on a specific task or problem,” Dr Kerr said.

“This is just one example in the gamut of benefits we hope people will discover with the Look Up movement, and I am excited to see this project come to life again in July and

The Outdoor Media Association will repeat the ‘Look Up’ campaign it ran in January 2019


Moldrich said a post-campaign survey found one in three people remembered seeing the campaign in January.

Of those who recalled it, 50 per cent said they were making a conscious effort to Look Up more, and 33 per cent said they talked about it to a friend or family member. Paid online searches for the words ‘Look Up’ increased by 10 times during the campaign, demonstrating that out of home (OOH) advertising inspires curiosity and drives action.

“This is the power of our medium and we are excited to engage the public with this important message again this winter. In addition, in this second round, we will bring advertisers and media agencies along on our journey,” Moldrich said.

“We are now producing a new report, The Art & Science of Outdoor Advertising, which will reveal the science behind the signs. Starting next week, an Instagram photo competition will ask the media industry to share their Look Up moments with #LookUp. And finally, in September we’ll share the neuroscience research and how it applies to Outdoor Advertising at breakfast events with Dr Fiona Kerr.”

Visit lookup.org.au to learn more.

Comment below to have your say on this story.

If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.  

Sign up to the Sprinter newsletter

Leave a comment:

Your email address will not be published. All fields are required


Subscribe To Our Newsletter

Join our mailing list to receive the latest news and updates from our team.