JCDecaux in Australia has launched a series of out-of-home campaigns across its network to thank essential workers who are supporting Covid-19, as well as campaigns supporting local business and building awareness of mental health issues.
The out-of-home (OOH) media specialist used its own in-house creative team to launch a series of ads that thank the key workers, such as doctors, nurses, pharmacists, teachers, aged care workers, childcare workers, farmers, supermarket and warehouse workers as well as delivery drivers and cleaners in Australia.
The Thank You campaign simply thanks to all those who are engaged in essential services, and working to help the nation get through the fight against Covid-19. The objective is to show gratitude and call out the incredible job these people in the community are doing to keep Australians safe.
“In a time of tremendous upheaval and uncertainty for us all, there are many Australians working night and day to keep us cared for and making sure we have access to necessary services, and of course our medical professionals – true heroes, facing great challenges and potential threats to their own health to keep us safe,” says Steve O’Connor, CEO, JCDecaux ANZ with this hope that these people could see this campaign on their way into work and home again. “They know that we recognise and applaud their contributions.”
Concurrently, the company has also launched an initiative to promote the use of local businesses, tying up with Broadsheet Media on an OOH campaign that helps to show businesses that are pivoting, for example, a restaurant offering takeaway, during a Coronavirus lockdown.
JCDecaux has also partnered with Broadsheet Media to promote local businesses, such as cafes and restaurants, experiencing significant strains on their businesses due to restrictions to their trade. The out-of-home campaign provides communities with information about new offerings of takeaway and meal delivery services. Broadsheet publisher Nick Shelton noted that the initiative Live List hopes to help support Australia’s local restaurant and café sector during this tough time. The goal is to create a centralised point where audiences can go to learn how they can support their favourite local businesses.
The final social messaging campaign that the OOH major has launched is an extension of a long-term Australian campaign for mental health charity R U Ok? The campaign urges Australians to ‘stay connected’ even if they are separated from friends and families, educating around the mental health benefits to speaking to people over digital platforms and the phone. Overall, the use of the JCDecaux platform for social good messaging is something the media company believes will help society during tougher times.
On the development, JCDecaux CMO, Essie Wake, mentioned, “JCDecaux connects organisations with communities, whether they are in the hearts of cities or deep in the suburbs. In these uncertain times, our ability to be a platform for good is at its most powerful – which is why we are carrying a number of important government health messages as well. Our role right now is to help connect, support and educate communities.”
The impact of people staying at home on the advertising and marketing industry will be significant, and OOH particularly may be impacted. In Singapore, OOH specialist rivals are coming together to try and beat the downturn. By dedicating unsold space to public service and social good campaigns, the OOH major is showing its value during tougher times and could pay off in the long-term. Globally, JCDecaux is also running similar gratitude campaigns across its out-of-home advertising network.
