We know that people are increasingly cynical about the role advertising plays in our society. However, what can be overlooked by the cynics is the power advertising has to do good. It informs, it educates, and it gives a voice to those who don’t always get heard.
This was recently brought home during the G20 summit, held in Hamburg, Germany. Protesters from the community wanted the 20 Heads of States and the delegates at the conference to hear their concerns.
Of particular concern was the displacement of the homeless due to the heightened security measures.
Out of Home posters played an important role in bringing this issue to the attention of the world’s media. The posters featured images of politicians asleep at the summit with the hashtag #menschwachauf (wake up, man). The campaign’s aim was to motivate poeple to share their opinions on social media, thus amplifying the message.
Not only did the campaign go viral but it also raised €5,000 which was donated to a homeless charity. Over a 1,000 people used the hashtag and shared their views on the summit.
And in the world’s second happiest country, Denmark, Amnesty International took to the streets with a powerful campaign that brought the horrors of the war in Syria to the citizens of Copenhagen.
Closer to home, this month the OMA launched its National Missing Persons’ Week campaign, in partnership with the Australian Federal Police, to increase awareness about the 20,000 young people who go missing in Australia each year. We hope our involvement in the campaign results in getting some of these missing people to return home.
Missing Persons’ Week is just one of the many organisations supported by OMA members who in 2016 contributed nearly $26 million in support of over 200 beneficiaries in Australia.
We do this because we are committed to using Out of Home’s undeniable ability to spark a conversation and drive action. We know that we are in the public space, broadcasting to a massive audience and we can help galvanise that audience.
In a world where people are ever-increasingly curating their own world view, we stand tall and give a voice to those who may otherwise not be heard.