A second round of the Out of Home (OOH) industry’s ‘Look Up’ campaign has launched on thousands of signs across Australia this month.
The campaign first appeared in January 2019, and is based on findings from world-renowned neural and systems complexity specialist Dr Fiona Kerr, which reveal that by looking up and out we can experience life-changing benefits of connecting with the world around us and each other.
Dr Kerr said: “It seems counter-intuitive to our modern culture that looking up and out and seemingly doing nothing could be the most beneficial state for optimising our thinking, but in fact, this is our natural way of being or ‘default’ mode if we’re not distracting our brains with technology or pushing it down the rabbit hole of trying to work on a specific task or problem.
“This is just one example in the gamut of benefits we hope people will discover with the Look Up movement, and I am excited to see this project come to life again in July and August.”
OMA CEO Charmain Moldrich said: “Our members take their responsibility of being in the public domain very seriously, and this campaign is part of our ongoing commitment to engage in public dialogue, reflecting and contributing to important conversations.”
A post-campaign survey revealed that one in three people remembered seeing the campaign in January.
Of those who recalled it, 50 per cent said they were making a conscious effort to Look Up more, and 33 per cent said they talked about it to a friend or family member.
Paid online searches for the words ‘Look Up’ increased by 10 times during the campaign, demonstrating that OOH advertising inspires curiosity and drives action.
Moldrich said: “This is the power of our medium and we are excited to engage the public with this important message again this winter. In addition, in this second round, we will bring advertisers and media agencies along on our journey.”
“We are now producing a new report, The Art & Science of Outdoor Advertising, which will reveal the science behind the signs. Starting next week, an Instagram photo competition will ask the media industry to share their Look Up moments with #LookUp. And finally, in September we’ll share the neuroscience research and how it applies to Outdoor Advertising at breakfast events with Dr Fiona Kerr,” concluded Moldrich.
To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]
The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]
Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]