The popular cosmetic brand ‘The Body Shop’ launched an OOH campaign for the first time in US. They collaborated with Cruelty Free International and the campaign is aimed at calling for a global ban on animal testing of cosmetic products and ingredients.
The OOH is focused in engaging 8 million people to sign a petition calling for the United Nations to introduce an international convention to end the practice once and for all. In order to bring the campaign to life The Body Shop effectively teamed up with OUTFRONT which is one of the largest OOH media companies in North America.
“The Body Shop has been against Animal Testing since the 1980s,” said Andrea Blieden, general manager, U.S., at The Body Shop. “We’re so excited to continue to spread the buzz of our campaign and bring our petition to outdoor audiences through our first-ever out-of-home marketing campaign and digital billboards in New York City. This activation puts us one step closer to our goal of delivering our petition and signatures to the United Nations later this year, and finally preventing animal testing in cosmetics forever, everywhere.”
The ads started running from March and continued through April in New York City’s Times Square. They ran on the newly installed Liveboards in historic Helmsley Walkway, a New York City Landmark designed by the architects of Grand Central Terminal.
“The Body Shop has long been at the forefront of the fight against animal cruelty, and OUTFRONT Media is pleased to partner with them to add fuel to their campaign with our out-of-home Liveboards,” said Jodi Senese, chief marketing officer, OUTFRONT Media. “Forever Against Animal Testing’s message, on OUTFRONT’s intelligent state-of-the-art digital displays, reaches audiences on-the-go in prime New York City locations, including the new Liveboards installment in Helmsley Walkway.”