The 2013 Wall of Hands campaign has taken up innovative outdoor advertising technology as part of a campaign to raise $400,000 to improve literacy levels in remote Indigenous communities.
According to NAPLAN data, only one in five children living in remote Indigenous communities are able to read and write at the minimum standard.
The campaign launched today was designed to turn traditional media channels, political allegiances and competitive business relationships all on their heads.
Interactive touch screen shopaLites were developed with built-in cameras and set up in front of a giant digital screen in Westfield Bondi Junction. Shoppers using the technology can take a photo of themselves raising their hand in support of the campaign to bridge the Indigenous literacy gap. They can then share the photo on the big screen and also download it using their smartphone to share on social media. When it is shared, details on how to donate to the program are attached to the image.
The initiative has strongly tied in social media, purposefully going against the perception that it has negative impacts on literacy.
The Outdoor Media Association (OMA) is the major sponsor of the three month national outdoor advertising campaign with its members donating approximately $1.6 million worth of outdoor advertising space.
CEO of the OMA, Ms Charmaine Moldrich, said she was pleased the outdoor advertising industry has been able to use a new approach.
“Using digital technology and linking it with social media is a growing part of our industry, very relevant in today’s and future markets,” said Ms Moldrich.
“This out-of-home campaign we are running on behalf of the ALNF is using this technology to encourage Australians to donate, and make a difference, in new ways. The demonstrated ability here to bring together a broadcast mass-medium with a targeted and personal medium in the same campaign is incredibly exciting.