For charities and nonprofits, visibility is necessary to create true impact. Whether it’s raising funds, spreading awareness, or inspiring action, a message can only have its desired effect when its delivery method is capable of reaching countless people.
That’s where out-of-home (OOH) advertising truly shines. From billboards and bus shelters to digital displays and murals, OOH allows organizations that move with a true mission to amplify their cause and reach whoever they need in order to fulfill their cause.
Reaching new supporters and moving communities to action is something that is not possible by solely using digital advertising; OOH offers a place for long-lasting presence and credibility on a grandiose level.
Why OOH is Successful for Charities and Nonprofits
Charities and nonprofits rely on the awareness they receive during their campaign and towards their messaging. OOH remains one of the most effective tools to help not only capture awareness, but also to build on top of it.
This is because OOH is:
- Public and persuasive. Billboards, bus shelters, and transit ads reach people in their daily routines and allow them to experience the importance of certain causes during their usual activities.
- Trusted and credible. Unlike digital ads, OOH is viewed as a credible medium since it’s typically associated with long-running organizations, luxury, and premium environments.
- Easily scalable. With broad exposure that is affordable, OOH can create campaigns that are multi-pronged with several placements, geotargeting, and digital enhancement.
Whether your goal is to promote an urgent cause or fundraise to meet a shared goal, OOH meets audiences during their day-to-day routines and oftentimes in captive environments where they are more likely to take action.
Examples of Nonprofit OOH Campaigns
- UNICEF’s “The Worst Soap Opera”: Digital screens displayed fake soap opera scenes that quickly moved to messaging concerning the global water crisis. These placements were able to reel the viewer in and then deliver the true messaging—utilizing effective ad techniques.
- World Wildlife Fund’s Shadow Billboards: Static billboard placements featured shadows of endangered animals in order to symbolize how many species are going through extinction and are endangered. This is an example of when creativity meets important causes.
- Donate Life Kentucky Trust “Save My Human”: This campaign launched an integrated advertising mix with billboards, bus shelters, and more to increase donor registrations. This was done through heartwarming imagery that ended up having immense engagement and an increase in registrants.
Messages for a Good Cause
OOH advertising gives charities and nonprofits the invaluable ability to share heartfelt messaging and to inspire action for the things that need it the most. Whether it’s a simple message that drives traffic to a website or a bold call to action, outdoor advertising transforms awareness into people-centered participation and action.
