When Street Furniture Becomes a Public Health Messenger

Outdoor advertising has increasingly evolved beyond traditional posters and digital screens, becoming an active tool for community engagement and behavioral influence. Cancer Council WA’s latest SunSmart campaign, “If You Could See UV,” demonstrates how street furniture can transform into a powerful educational platform when creativity meets contextual relevance.

In partnership with oOh!media, OMD and Gatecrasher, the campaign delivered a custom-built street furniture installation at Cottesloe Beach — one of Perth’s most iconic coastal destinations. The execution transforms everyday infrastructure into an eye-catching reminder of the invisible dangers of ultraviolet (UV) radiation, encouraging West Australians to actively protect their skin during peak summer months.

The creative centerpiece features a pylon paired with the clever line “Pylon the sun protection,” reinforcing the well-known SunSmart behavior message: slip, slop, slap, seek and slide. By integrating the message directly into the beach environment, the campaign connects public health awareness with real-world behavior at the exact moment UV exposure is highest.

This approach highlights the growing role of out-of-home media in delivering meaningful public messaging at scale while remaining visually engaging and culturally relevant.

Why Contextual Placement Drives Higher Impact in OOH

Location plays a critical role in campaign effectiveness, and Cottesloe Beach provides an ideal backdrop for sun safety communication. As a high-traffic destination for beachgoers, walkers and commuters, the area naturally attracts audiences who are exposed to elevated UV levels throughout the day.

The bespoke shelter installation uses coastal-friendly design and bold creative execution to stand out while blending organically into the surrounding environment. Rather than interrupting the audience, the installation complements their experience, reinforcing sun protection behavior in a natural and non-intrusive way.

By leveraging oOh!media’s street furniture network, the campaign places messaging precisely where it matters most — outdoors, in sunlight, and during periods of maximum exposure. Running from December through February, the activation aligns with Australia’s peak summer conditions when UV levels remain consistently high and skin protection becomes critical.

This type of contextual targeting strengthens message recall, increases behavioral relevance and enhances public trust in the communication.

Scaling Public Awareness Through Multi-Format Outdoor Networks

The Cottesloe Beach execution forms part of a broader multi-format outdoor campaign deployed across Western Australia. The integrated rollout reinforces Cancer Council WA’s long-standing SunSmart message using fresh creative formats that maintain consistency while expanding reach.

According to Jodie Traynor, Senior Client Partner at OMD WA, the collaboration enabled highly contextual outdoor placements that delivered large-scale public health messaging aligned with both location and audience. Meanwhile, Chris Eyres, WA Sales Director at oOh!media, emphasized that the execution showcases how premium outdoor environments — including oOh!’s newly launched national Beaches Network — can bring socially impactful campaigns to life at the moments when they matter most.

This campaign illustrates how experiential OOH formats continue to expand beyond commercial advertising into education, prevention and community wellbeing. As brands and institutions seek deeper engagement in physical environments, street furniture installations offer scalable platforms for behavior-driven storytelling.Write here...