10 reasons why Government campaigns should use Outdoor

Outdoor is available everywhere

• Outdoor is a national, regional and local medium and can be used imaginatively

• Plan government communications by postcode, health authority, proximity to schools, accident hotspot, ethnicity group, housing type…

• Sophisticated planning tools can customise any campaign by target group or budget

Direct communications work, and really influence behaviour

• Direct Government communications represent a highly cost-effective way to influence the behaviour of millions of people

• Wherever Government needs to encourage behaviour change, direct communications are a vital tool

On public land and property

• Outdoor media are frequently based on land or amenities managed by local government

• It makes sense for public messages to appear in a public space

• Outdoor is preferred comms partner for many government initiatives

Outdoor offers a truly broadcast medium: it excludes no-one• The message can be seen and

shared by everyone – public space is important for shaping public opinion

• Outdoor can also zoom in on particular audiences and environments: poorer neighborhoods, student campuses, gay nightclubs, areas of low employment etc

Historical usage

• Local Government and the COI have successfully used a range of outdoor to promote their varied messages

• Campaigns vary from tax returns to navy recruitment, dog waste to fitter lifestyles, flu jabs to drink driving, benefit claims to sexual health

Outdoor can place messages in the most relevant places

• The relevant placement of the ad can place content at exactly the right time and location

• Outdoor will let you target a very wide range of environments

Outdoor is a creative visual medium

• Strong creative work can convey the message in a powerful way

• Outdoor is the strongest visual medium, with the ability to grab attention and etch a message into the brain

Longevity of message = more chance of reaching target with high frequency

• Unlike other media the message will be displayed 24 hours a day, 7 days a week

• That means a chance for everyone to see it, potentially many times

• No other medium combines the twin virtues of high cover and high frequency

Outdoor: 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 Conservatives

• When it’s a question of winning public support for a cause, outdoor always has a role to play

*Source: NMR Mar-May 2010, all media inc door drops, online and direct mail

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 advertising investment in engagement and message outtake

Source: YouGov survey of 1,692 respondents, May 2011

Public sector campaigns get noticed

Adults Male Female 18-24 25-34 35-44 ABC1 London0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

“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 outdoor

Adults Male Female 18-24 25-34 35-44 ABC1 London0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

“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)?”