Outdoor works for…Government campaigns

£5.2m EE £4.1m£1.7m£1.2m £800k £650k£610k£600k£550k£530k Outdoor is the preferred comms channel for many government initiatives

Out of Home is still the political parties’ favourite announcement vehicle Outdoor’s share of political parties’ advertising at the last general election was 30%*, and 59%* in the case of The Conservative Party When it’s a question of raising awareness and winning public support for a cause, Out of Home has an important role to play *Source: NMR Mar-May 2010, all media inc door drops, online and direct mail

Out of Home is a truly broadcast medium: it excludes no-one OOH represents a cost- effective way to influence the behaviour of millions of people The message can be seen and shared by everyone – public space is important for shaping public opinion Unlike other media the message will be displayed 24 hours a day, 7 days a week No other medium combines the twin virtues of high cover and high frequency

Out of Home is a highly effective and visual medium Strong creative work can convey the message in a simple but powerful way Outdoor is the strongest visual medium, with the ability to grab attention and anchor a message firmly into the brain And unlike other media, Out of Home cannot be switched off, put down or turned over

Out of Home delivers national, regional and local campaigns Outdoor can be used to drive awareness and behaviour change at a national, regional and local level with great precision and very little wastage Sophisticated planning tools can customise any campaign by environment, target group, budget and geography (eg postcode, health authority, proximity) to deliver the right message, to the right people in the right location

Digital Out of Home can add further context Digital Out of Home delivers added context of daypart scheduling and ability to change messaging easily and quickly It can also can create interaction, engagement and provide greater depth of information

Historical usage Government brands have successfully used a range of outdoor to promote their varied messages Campaigns vary from tax returns to navy recruitment, fitter lifestyles, flu jabs and drink driving to benefit claims to sexual health

Outdoor: proven effective in communicating key messages There are many examples where government, political organisations and charities have used outdoor effectively These campaigns show an excellent return on awareness, engagement and message out- take

Source: YouGov survey of 1,692 respondents, May 2011 Public sector campaigns get noticed on Out of Home “ Which of the following have you seen advertised recently using outdoor advertising – Public sector messages (e.g. paying taxes, road safety, not drinking and driving)?”

Source: YouGov survey of 1,692 respondents, May 2011 Health campaigns get noticed on Out of Home “ Which of the following have you seen advertised recently using outdoor advertising – health matters (e.g. flu jabs, stopping smoking, eating 5 a day etc)?”