A Platform for Purpose: How OOH Advertising Drives Social Change

Outdoor advertising has always been a key channel for raising awareness, but in recent years, it has evolved into a powerful platform for driving social impact. From innovative special builds to dynamic digital displays and interactive engagement, Out-of-Home (OOH) advertising has proven to be a highly effective tool for charities and non-profits looking to connect with the public in meaningful ways.

With 88% of consumers finding OOH effective for public service messaging and 76% taking action after seeing a Digital Out-of-Home (DOOH) ad, it’s clear that the medium goes beyond visibility—it mobilizes real-world impact.

Trócaire Reinvents the Box for OOH

The Irish charity Trócaire has taken an innovative approach to its well-known Trócaire Box Appeal, leveraging the power of DOOH with an interactive special build.

Placed in high-footfall areas in Dublin, including St. Stephen’s Green, Temple Bar, Grafton Street, and Dame Street, the Tap-to-Donate activation transformed traditional fundraising into an instant and seamless experience, maximizing visibility in busy city locations.

Planned by Zenith and Source Out of Home, the special build featured looping video footage of crops devastated by climate change, creating an emotional and immersive experience for passersby. When tapped, the unit allowed people to donate instantly, triggering a thank-you message to reinforce the donor’s connection to the cause.

This approach benefits from the growing contactless donation trend, while the use of full-motion creative further drove attention. Research shows that 81% of respondents agree that DOOH ads with moving imagery are more engaging. By integrating payment technology directly into OOH, Trócaire modernized its campaign, making it easier than ever for people to support a cause in real time.

All in Against Cancer this Daffodil Day

The Irish Cancer Society has once again taken to the streets of Ireland for its annual Daffodil Day fundraising drive.

Collections are set to take place on Friday, March 28th, in towns and shopping centers across the country. This year’s campaign features inspiring messaging from survivors, highlighting how fundraising has changed their outlook. Tara Doonan, an ambassador and cancer survivor, prominently shares her story: “I was carried along by an army of people that I’d never even met.”

Daffodil Day funds free support services for individuals affected by cancer across Ireland. The OOH campaign, planned by Zenith and Source Out of Home, is running across retail and travel environments, ensuring high visibility as people go about their daily routines.

To enhance engagement, the campaign integrates a QR code linking to cancer.ie, offering an instant call to action that bridges the gap between real-life encounters and online activation. Studies show that searches initiated from OOH locations are more diverse and valuable than those made at home, making it an effective driver for action.

The Irish Cancer Society has reported a 31% increase in demand for its support services, with its volunteer drivers covering 2.3 million kilometers annually to transport over 2,200 patients to chemotherapy treatments. This underscores the importance of continued fundraising and awareness efforts.

Retail Environments Drive Attention

As part of ongoing efforts to champion Retail OOH as a powerful advertising channel, new iQ research conducted with Ipsos B&A delves into consumer sentiment toward shopping formats and the role of OOH advertising in shaping purchasing behavior.

Key Findings:

• Retail OOH commands attention: 28% of shoppers say they ‘always’ notice OOH ads, with another 29% frequently engaging with brand messaging.

• Younger audiences (16-24s) are highly engaged: 40% always notice ads while shopping, reinforcing OOH’s effectiveness among digital-native consumers.

• Context drives effectiveness: Over 60% of consumers notice ads more when they have a purchase in mind, proving OOH’s role in influencing decisions at critical moments.

• Brand recall is strong: 33% of shoppers are ‘very likely’ to remember a brand they saw advertised, with another 32% somewhat likely to recall it at the moment of purchase.

• Social class impacts engagement: C2 and DE groups—often price-conscious shoppers—reported higher brand recall rates, demonstrating OOH’s effectiveness for FMCG, retail, and discount brands.

The Path to Purchase & Household Influence

OOH influences multiple purchase decisions across various locations. Consumers encounter OOH ads on their way to the store, outside the store, and inside the store, reinforcing brand awareness throughout the shopping journey. Research from Posterscope UK highlights that sales uplifts occur at multiple touchpoints, emphasizing the importance of maintaining a strong OOH presence.

Additionally, OOH serves as a shared experience medium, with research from Clear Channel UK revealing that:

• 54% of consumers agree advertising builds awareness among household members.

• 63% believe that seeing the same ad as another household member helps align decision-making.

This makes Retail OOH an ideal format for brands aiming to influence both primary purchasers and purchase influencers within a household.

Strategic Retail OOH Placement

By leveraging location intelligence and tailored placement strategies, brands can optimize their Retail OOH campaigns to align with specific shopping missions:

• Planned purchases: Reinforce brand awareness before consumers enter the store.

• Impulse buys: Trigger immediate action at key decision points inside the store.

The ability of OOH to engage multiple household members, influence decisions across locations, and enhance brand recall makes it a cornerstone of modern retail marketing.

For more insights on how your brand can leverage Retail OOH, get in touch with the PML Group team today.

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