Socially Aware Outdoor Advertising

Out-of-Home is working with social organisations using the latest technologies to increase awareness about social issues and offer ways to tackle them efficiently. Anar (Aid to Children and Adolescents at Risk), a charity dedicated to helping abused children, implemented an Innovate campaign showing a different message to children and adults thanks to a lenticular technology.   The lenticular print allows different images to be seen depending on the vantage point. If the panel was seen by children less than 1.30 meters tall, then the message, "If somebody hurts you, phone us and we'll help you" appeared along with a phone number for the ANAR Foundation. There was also a message for adults, a warning saying "Sometimes child abuse is only visible to the child suffering it." This is an example of a very clever use of a simple technology that fits the client’s objectives.   JCDecaux Australia conducted a campaign for the Australian charity The Smith Family in Sydney. The Australian Innovate team put together a campaign designed to highlight the challenges facing disadvantaged children across Australia, who are going back to school without the essentials like a proper uniform, shoes or books. This makes them feel isolated and alone, struggling to fit in and keep up with their peers. The screen showed a group of children playing at school. When you walked up the camera, it sensed your presence and automatically the children ran away from you. The campaign used a camera and a 55” screen. The use of the motion recognition was clever and perfectly adapted to the client communication objectives. This is not the first time that JCDecaux has been involved in campaigns for social awareness. For more click here