Influencing public discourse through DOOH
This month, digital out-of-home (DOOH) advertising reached a milestone as research by JCDecaux revealed an 11% rise in impressions. As a result of the increase, 2.1 billion viewed impressions are now achieved each week.
Thursday, 27 Jun 2019 14:43 GMT
The campaign targeted rail users, commuters and shoppers with plastic pollution-related information
Dallas Wiles, co-chief executive officer of JCDecaux, celebrates the rise: “The new future for digital out of home has arrived, by reaching over three quarters of the UK each week,” he says.
Recognising the power of DOOH, JCDecaux, non-profit organisation City to Sea, and sustainability investment expert Robeco, teamed up to encourage the public to swap single-use plastic bottles for refillables.
The campaign was launched in time for National Refill Day which took place on June 19th and encourages the switch from single-use plastic bottles to sustainable options to reduce the UK’s plastic pollution issue.
The campaign proves how out-of-home media can fulfil a vital role as a ‘force for good,’ communicating thought-provoking content to consumers at a point where it’s directly relevant”
The Refill Channel was rolled out on JCDecaux screens in London and Bristol and provided passers-by with information on plastic pollution as well as City to Sea’s Refill campaign and free app.
The app aims to reduce the issue of single-use plastic pollution by directing users to the nearest free water refill location – including high-street chains such as Costa, Starbucks and Pret A Manger.
“The campaign proves how out-of-home media can fulfil a vital role as a ‘force for good,’ communicating thought-provoking content to consumers at a point where it’s directly relevant, and therefore most likely to encourage them to act.” explains Chris Collins, co-chief executive officer of JCDecaux UK. “
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