Australian Out-of-Home (OOH) specialist, oOh! Media, recently made the decision to offer $1 million worth of OOH advertising space to Walking Wounded, a veterans suicide charity that supports returning veterans suffering post-traumatic stress disorder (PTSD).
The Walking Wounded Case Study was released this month, and indicated that the OOH campaign for Walking Wounded reached almost 86 per cent of Australians in its first three weeks. It shows that at least half who recalled the campaign took action.
Paul Cornwell, Managing Director at BCM, said:
“The most important outcome of the campaign was that it fulfilled its purpose, which was to save Australian soldiers from suicide. The challenge was to stand out amongst thousands of charities and cut-through donor fatigue. Taking shocking facts and confronting the audience with them proved to be a powerful strategy.
“Audiences connected with the message in a variety of ways – through touch, exposure to dominant unmissable billboards, localised mobile re-targeting and online through rich content integrations.
“As a result of the campaign, two in three are now aware of suicide as a key issue affecting returned soldiers, an increase of 35% pre campaign. We also had more than 200 people volunteer to help. Fifteen returned veterans reached out to Walking Wounded, and 51 families contacted Walking Wounded for help.”