Global DOOH takeover unites communities amid Covid-19

Global DOOH takeover unites communities amid Covid-19
A huge socially enabled digital out of home campaign has taken over advertising space in 153 cities around the world to unite communities during the current coronavirus pandemic.

Talon Outdoor launched the #SendingLove campaign that is facilitated by The World Out of Home Organization (WOO) and many of its member organisations. It runs on advertising space donated by over 70 media owners and is claimed to be the biggest user-generated-content campaign ever to run on digital out of home.

Grand Visual created the campaign that encourages participants to send love to those in places they cannot travel to, by getting creative with the heart-hand symbol and uploading their pictures and locations to 

Participants are then invited to donate to the global Covid-19 Solidarity Response Fund before receiving a photo of their picture playing on-screen in their chosen city to share with friends and family across social channels.

SendLove_Insitu_Bnrcomm_CN_HongKong_CentralWorldwideHouse_1600x1200_TCN#SendingLove is facilitated by Plexus, Talon’s global OOH network, who along with its partners have built a campaign with a total OOH media value of $15 million (approximately €14 million). The creative automation system developed by Grand Visual geotargets messages to the chosen city.

Frank Bryant, group chief operating officer of Talon, said: "It’s great to see an initial idea to share love between countries grow into a powerful multi-channel concept.”

Dan Dawson, chief creative officer at Grand Visual, said: “With an internationallySendLove_Insitu_BrandedCities_US_NewYork_FullScreen_1832x2336_EN33 understood heart shaped hand signal at the centre of the creative - we could share the love in cities the world over despite the constraints of lockdown, with shareable content further extending the message via social channels.”

Tom Goddard, president of the WOO, added: “It is great to see Out of Home companies coming together to respond to the crisis, and tackle the often profound effects of social distancing with messages of love, community, and reassurance during this worrying time.”

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