A literacy campaign that brought together two opposing sides of politics has also been credited with using “trail-blazing” outdoor advertising technology.
The Australian Literacy and Numeracy Foundation (ALNF) ‘Wall of Hands’ campaign is using interactive touch screens, mobile technology – including NFC – and social media to broadcast its message.
“Using digital technology and linking it with social media is a growing part of our industry, very relevant in today’s and future markets,” Charmaine Moldrich, CEO of the Outdoor Media Association (OMA), said.
“The demonstrated ability here to bring together a broadcast mass-medium with a targeted and personal medium in the same campaign is incredibly exciting.”
Two interactive screens with built in cameras have been set up in front of a large-scale digital screen in Sydney’s Westfield Bondi Junction.
Shoppers can use the screens to take pictures of themselves raising their hands in support of the campaign with supporters able to share their photo on the big screen.
The interactive screens also feature NFC capabilities so users can download their picture to their smartphone and then share it via social media with details on how to donate included. The screens also feature QR codes.
The aim of the campaign is for the ALNF to raise $400,000 to support literacy programs for children in the remote Northern Territory community of Groote Eylandt.
The low literacy levels among Indigenous children have brought together new Prime Minister Kevin Rudd and shadow minister for communications and broadband, Malcolm Turnbull.
New South Wales Premier Barry O’Farrell and opposition leader John Robertson have also put aside their political differences to join the same campaign.
The OMA is a major sponsor of the three month national outdoor ad push, with its members donating approximately $1.6m worth of outdoor ad space to the cause.
Adshel, APN Outdoor, Bishopp, goa, JCDecaux, oOh!Media, Rova and TorchMedia have all donated.