MFA Launches “We Are The Changers” Out-Of-Home Campaign Across Australia

New out-of-home sites carrying MFA’s industry purpose “We Are The Changers” have launched across Sydney, Melbourne, Brisbane, Perth, Canberra, and Adelaide are as part of a campaign targeting media agency office locations.

The “We Are The Changers” campaign launched earlier this year, seeking to shine light on the media agency industry’s ability to drive positive change.

The MFA says that the OOH campaign wants to drive awareness of ‘We Are The Changers’ and elicit pride among media agency employees, helping them feel inspired and motivated.

JCDecaux, QMS, oOh! Media, and Val Morgan provided multiple formats for the campaign, including large-format sites, bus and tram shelters, and posters in office buildings, to the total value of more than $770,000. All sites are located near and within media agency offices, to reach agency employees on their way to and from work.

MFA board director and CEO of Havas Media Group, Virginia Hyland, said: “When our teams hop out of bed each morning, we want them to see the outdoor billboards on their way to work to remind them that today is their day to help change how we act as an industry, how we help our clients and how we support each other. Outdoor is a high-impact medium that supports powerful message recall to reinforce the attitude and mindset as we all show up for work.”

MFA CEO Sophie Madden added: “Our intention in launching ‘We Are The Changers’ earlier this year was to better articulate all the great things we do as an industry in a way that elicits pride, and is inspirational and motivating, particularly to media agency newcomers. It reminds agency employees that every single one of them, every day, is influencing change for their clients, for society, for the economy, for the agencies in which they work, and for their own careers. This campaign is all about maintaining the momentum and awareness, and we are thrilled to have the support of our good friends in out-of-home. A lot of people from our member agencies and media partners were involved to make this happen and my gratitude goes out to all of them.”

Brad Szmerling, associate investment director media at CHEP Network, said: “MFA’s ‘We Are The Changers’ campaign is a fierce reminder to our industry that media is the dynamic epicentre of marketing and commerce. Across all levels of seniority, we want to encourage our teams to take pride in what they do and challenge the way things are traditionally done. This campaign captures that message to a tee! Outdoor is the perfect environment to talk to our people as they travel to and from work and within our buildings. The outdoor category has also seen exciting developments in the programmatic space that carry the potential for this campaign to be more targeted than ever before.”

The OOH campaign is running for two months until the end of November.

Advertise with us

Please login with linkedin to comment

MFA