The Outdoor Media Association (OMA) has kicked off a $1.4m out-of-home campaign for street magazine The Big Issue.
The OMA and its members have provided The Big Issue with pro bono advertising since 2008, with this year's campaign taking the total contribution from OMA members to $4.4 million.
OMA chief executive Charmaine Moldrich said: "The OMA is a proud supporter of The Big Issue and the success of last year's campaign proves the power of our medium in reaching the community to raise awareness for extremely important issues like homelessness."
Magazine sales increased by 20% during the 2010 campaign period resulting in an extra $75,000 going to The Big Issue vendors.
The Big Issue chief executive Steven Persson said: "The campaign helps break down stereotypes associated with homelessness by allowing us to show who our vendors are and how they benefit from magazine sales."
"With more than 100,000 people homeless in Australia every night, it is vital that marginalised and disadvantaged Australians are provided with opportunities to earn a living and be included in society."
The Big Issue is an independent magazine sold by people affected by homelessness, long-term unemployment and disability, allowing them to earn an income. Vendors purchase the magazine for $2.50 and sell it for $5, keeping the difference.
The three-month national campaign will run on roadside and railway
billboards, bus and tram shelters, taxis, and through digital
advertising in shopping centres, universities, airports and pharmacies.
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