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Last week's Class Activity - Out of Home

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Last week's Class Activity - Out of Home

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Read this case study and the Outdoor Association Award linked in this article. Prepare a few paragraphs that explain your view on this campaign - why do you think it worked so well?

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To help break the cycle of violence against women by encouraging adults to reflect on their attitudes about respect and understand how their actions contribute to the cycle of violence.

Provide a solution, helping people understand that even the smallest moments can have a big impact while encouraging adults to have conversations about respect with young people

Target Audience

Influencers: Adults who influence children 10-17 years

CALD audiences: Adults who speak a language other than English at home

oOh! Solution

In partnership with UM and the Australian Government oOh! developed an innovative campaign solution to drive campaign impact, empowering adults to spark dialogue on this important social issue.

The award-winning innovative campaign solution across contextual environments included:

Data-led campaign planning using oOh! Smart Reach tool

Retail lenticulars to directly contrast the harm of turning a blind eye

Street Furniture Shelter Wraps that included QR codes near schools, sporting fields and parks.

Cutdown TVC creatives displayed across Office to empower conversations after work

Location and time-targeted placements

Results

The campaign reached 14.5 million Australians and 73% of Influencers(1).
Outdoor Media Association Creative Collection winner in the Out Of Home For Good category.
Strong recall result with 33% of the key Influencer audience recalling the campaign.

High level of action with 71% of those impacted by oOh! campaign taking action post-campaign exposure.

Significant uplift in key metrics amongst those who recalled the campaign compared to people aged 18(2):

Encouraged to talk to young people about respectful relationships, and encouraged positive attitudes around gender equality (63% uplift)

Encouraged to 'unmute myself', and call out disrespectful behaviour when I see it (49% uplift)

Made them more aware of role in influencing, and how own behaviour affects (46% uplift)

Source

1. oOh! Road, Street, Retail, Office- Federal Government Research| Timing: 28th April - 14th May 2021| Research Panel: Dynata| All Respondents total n=905, Other language n= 110, Influencers n=383, Recalled oOh! campaign n=170.

2. oOh! Smart Reach, Australians 16+. Influencers defined as Older Families Q Segment

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Federal Government 'Stop It At The Start' Campaign | oOh!media

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To help break the cycle of violence against women by encouraging adults to reflect on their attitudes about respect and understand how their actions contribute to the cycle of violence.

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Assessment Two - due Week 10 - in class presentation

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Assessment Two - due Week 10 - in class presentation

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What media type have you chosen to focus on?

Questions about the Assessment Brief?

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Lecture Recording (T3 backup)- Print & Audio

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Lecture Recording (T3 backup)- Print & Audio

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Using this website, prepare a short summary of the most popular podcasts in Australia in 2021 - which genres were popular - why do you think these genres / podcasts were popular?   What do you think the future of podcasting might be?

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What did you learn today?
Add in comments below.