Lumo Digital Outdoor has teamed up with global visual communications platform Canva to supply charities with free creative support and outdoor campaigns.
Under the new first-of-its-kind partnership, New Zealand-based charities will be eligible to apply for a free end-to-end awareness campaign.
The Canva design team will supply creative and design support, while Lumo will provide inventory across LED screens in Auckland, Tauranga, Hamilton, Christchurch and Wellington.
“Billboards for Good” is set to kick off at the end of February with Voices of Hope – a charity breaking the stigma around mental illness to decrease suicide rates – the first to benefit from the partnership.
The partnership is the latest initiative from Lumo Digital Outdoor, a long-time supporter of-not-for-profit organisations.
The outdoor media company has supported over 30 charities over the last 12 months promoting messages of awareness and fundraising drives across their nationwide network of 41 screens.
Lumo CMO, Hamish Smith said he hopes this initiative inspires others in the ad industry to use the power of media for good by making the important work of not-for-profit organisations more visible.
“We are approached on an almost daily basis by charities and non-for-profits at LUMO. Through our own recent charity initiatives we’ve come to realise how valuable and powerful billboards are when it comes to making a difference,” he said.
“These organisations are often understaffed and lack resources; as such they struggle to deliver great creative to make these campaigns effective.
“So, it was only natural Canva got on board to help these groups deliver great creative and get in front of wider audiences.”
While the Lumo and Canva partnership kicks off in New Zealand, both companies hope the model will expand internationally in the future.
“We’re excited to partner with Lumo to support some amazing, yet under-resourced, local non-profits by leveraging Canva’s unique design skills to create campaign assets for the Billboards for Good initiative,” said Canva’s head of social impact, Robyn King.
“One of Canva’s guiding values is ‘to be a force for good’ and we hope this is the first of many collaborations to help shine a light on a range of worthy causes and amplify the impact of nonprofits.”
Voices of Hope co-founder and general manager, Genevieve Mora added, “We know that the work we do at Voices of Hope impacts many and to be able to reach even more people with the support of Lumo and Canva is incredible.
“We are very grateful for this opportunity and excited to see the impact it has on Kiwis. Mental health is something we all have and we hope these messages remind people that the world is better with them in it.”
