JCDecaux thanks essential workers in new OOH campaign

Paige Murphy
By Paige Murphy | 1 April 2020
 

JCDecaux has launched a series of out-of-home campaigns across its network to thank essential workers and support local businesses and charities across Australia.

The outdoor media giant will host the series of community messaging campaigns across its large format and Smart Frame digital and transit platforms, in addition to providing support for government health campaigns.

The Thank You campaign, created by JCDecaux’s in-house team, thanks those in essential services, working to help the nation get through the fight against COVID-19.

This includes doctors, nurses, pharmacists, teachers, aged care workers, childcare workers, farmers, supermarket and warehouse workers, as well as delivery drivers and cleaners.

The purpose of the campaign is to show gratitude and call out the incredible job these people in the community are doing to keep Australians safe, says JCDecaux.

“In a time of tremendous upheaval and uncertainty for us all, there are many Australians working night and day to keep us cared for and making sure we have access to necessary services, and of course our medical professionals – true heroes, facing great challenges and potential threats to their own health to keep us safe," JCDecaux ANZ CEO Steve O’Connor says.

"Our hope is they see this campaign on their way into work and home again, and they know that we recognise and applaud their contributions.”

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JCDecaux has also partnered with Broadsheet Media to promote local businesses, such as cafes and restaurants, experiencing significant strains on their businesses due to restrictions to their trade.

The out-of-home campaign provides communities with information about new offerings of takeaway and meal delivery services.

Broadsheet publisher Nick Shelton says the initiative Live List hopes to help support Australia’s local restaurant and café sector during this tough time.

"Live List for each capital city [is] detailing how our beloved cafes and restaurants are pivoting towards take out and ready to eat meals," Shelton says.

"Our goal is to create a centralised point where audiences can go to learn how they can support their favourite local businesses.”

The Live List content will feature across JCDecaux digital panels in five capital cities via an API geo-targeted feed to ensure that audiences within specific suburbs can receive content with relevant offerings from local businesses near where they live.

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In addition, JCDecaux will support its charity partner RUOK? by promoting Stay Connected messages, encouraging communities to look out for one another and to remind everyone that staying connected leads to stronger mental health.

“JCDecaux connects organisations with communities, whether they are in the hearts of cities or deep in the suburbs," JCDecaux chief marketing officer Essie Wake says. 

"In these uncertain times, our ability to be a platform for good is at its most powerful – which is why we are carrying a number of important government health messages as well. Our role right now is to help connect, support and educate communities.”

Globally, JCDecaux is also running similar gratitude campaigns across its out-of-home advertising network.

The campaigns in Australia will run across all JCDecaux’s digital and transit portfolio from this week.

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