The Outdoor Media Association (OMA) has utilised the outdoor medium to highlight its contribution to the Australian community.
The 'This Ad' campaign, by Banjo, highlights the work the industry does in funding building infrastructure and supporting charitable causes: which amounts to $1 in $5 of all OOH revenue being donated.
It also aims to highlight the fact that the OOH industry subsides public amenities including lesser known initiatives such as building footbridges and contributing to council fees and Superannuation funds.
OMA CEO Charmaine Moldrich said: “Outdoor advertising is uniquely positioned to go far beyond charitable advertising.
“It is a medium that is integrated into our cities, and we take that responsibility very seriously. The industry has worked in partnership with cities to fund, build and facilitate amenities and infrastructure.
“We want to continue to raise awareness about what we do ’behind the signs’. ”
Banjo managing partner Andrew Varasdi said “we loved the challenge of taking a wonderful message like this to the Outdoor medium which gives us such a broad canvas to work with.”
Moldrich said: “We like that the campaign communicates an important aspect of what we do as an industry across our own channel, while showcasing how a simple and uncomplicated creative message can make an impact.”
