Our ability to broadcast advertising messages in the public space is a privilege, not a right.
Out of Home (OOH) advertising is ubiquitous amongst our urban environments, which is why the industry works hard to ensure it’s used for the benefit of the public. In 2019, it is estimated that the industry donated media space and advertising production valued at nearly $87 million and supported over 230 beneficiaries including charities, healthcare and environmental organisations, public bodies, and arts and cultural organisations.
Additionally, the OMA works closely with community groups and state and local government regulators to ensure that planning controls promote safe, high-quality signage and advertising, particularly in the context of new and emerging technologies.
National Missing Persons Week
The OMA and its members support National Missing Persons Week (NMPW), and industry sponsorship is now in its twelfth year. This makes NMPW the OMA's longest running community collaboration to-date.
For the last five years of NMPW, the OMA has also worked in partnership with the Australian Federal Police (AFP), contributing close to $7 million of advertising space donated by OMA members.
In 2020, the industry donated $1.3 million in advertising space and media services in support of NMPW to bring the total value of the donation for the last five years close to $7 million. Between 2–8 August 2020, an estimated 9.2 million* people saw the campaign, which aimed to humanise the people behind the statistics. Read the media release here.
*Note: Audience numbers are derived from the MOVE platform which is based on pre-COVID audience data (2019); total reach cannot be validated and should be considered an estimate.
The OMA and its members have announced an industry-wide partnership with Brisbane City Council (BCC) to pilot the delivery of Amber Alerts on outdoor signs. An amber alert is an important initiative that supports law enforcement in the urgent broadcasting and circulation of details about missing children or child abductions using digital signs.
The flexibility and immediacy of the wide network of digital signs makes the OOH industry perfectly positioned to broadcast community awareness messages and critical information.
Read the media release here.
The OOH industry tapped into a well-known fact: we pass down more than just our looks to our children.
This joint industry campaign, in partnership with DrinkWise, brings the message to life by encouraging adult Australians to think about how they consume alcohol, especially in front of their children. The OMA is working with DrinkWise to roll out this campaign over three years.
Read more about the campaign.
The National Geographic Photo Ark
The OOH industry in Australia joined a global partnership between the National Geographic Society and OOH industry bodies across 20 countries to support the Photo Ark project.
Combining the power of photography and the impact of the OOH channel, awareness was raised for animal species at risk of extinction. The international campaign was launched in Australia on Endangered Species Day, 18 May. Powerful images ran across digital signs in NSW, QLD, SA, VIC and WA, raising awareness about animal populations in decline all over the world. Its aim was to inspire people to learn how to help protect them.
The National Geographic Photo Ark, led by photographer Joel Sartore, is a multi-year endeavour to document every species living in zoos and wildlife sanctuaries. It aims to encourage action through education, and to help save wildlife by supporting on-the-ground conservation efforts.
To date, Sartore has documented 8,000 species, putting him two-thirds of the way toward completing the Photo Ark, which he estimates will include portraits of more than 12,000 species.