The Outdoor Media Association (OMA) has released a special 'Best of Outdoor' International edition for March that features campaigns about International Women’s Day and a ‘Good Guys Guide’ designed to raise awareness of situations in which women feel unsafe.
“This month we found so many inspiring campaigns around the world that we decided to compile a special edition - the international feature,” the OMA said in a press release.
Signs act as a guide to improving women's safety
United Kingdom: With increasing discourse around women's safety and issues of consent, M&C Saatchi launched The Good Guys Guide, an online guide designed to raise awareness of the circumstances in which women feel unsafe. Simple creative around the concept of 'good guys' displayed in high traffic areas brought to light the idea that women can feel threatened even when in busy spaces. Sticking to big, bold words on how to take action, the campaign highlighted the seven rules outlined in the guide which emphasises the small things that can be done to help make women safer.
Creative agency: M&C Saatchi
Out of Home: Ocean Outdoor UK
Podcast power
Italy: Bringing International Women's Day to OOH, Italian podcast producer Podcastory collaborated with Clear Channel Italia to share inspiring stories of women who have changed the world. With the use of QR codes, the street podcast project creates a direct path for users to listen to podcasts produced by the platform. For each stream of the episodes created for International Women's Day, a donation is made to a non-profit women's rights organisation.
Translation: Clear Channel presents: extraordinary women who changed the world. Frame the QR code and listen to podcasts. Thanks to your listening you will help a non-profit organisation to defend women's rights.
Creative agency: Podcastory
Out of Home: Clear Channel Italia
You are not alone
United Kingdom: With increasing research detailing the impact of prolonged lockdown on the mental health of children, Young Minds UK employed OOH to show support for children anxious about returning to school. Broadcast at the start of the new term after a second lockdown, the campaign's sticky note format was designed for kids, to remind them that they are not alone and that there is help available.
Creative agency: Young Minds UK in-house
Out of Home: JCDecaux UK
Maltesers campaign reveals the light and dark sides of motherhood
United Kingdom: Hoping to destigmatise maternal mental health issues and bring the different emotions of new mums to light, Maltesers sought to change the narrative with #TheMassiveOvershare. Emphasising the brand's motto to unite people through the power of laughter, and as part of their partnership with Comic Relief, Maltesers used light projections to share the experiences of new mums and show the variety of emotions that were shared on Twitter via the hashtag.
Creative agency: Maltesers UK and AMV BBDO
Out of Home: N/A
