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Posterscope and psLIVE create Urban Partnerships division to harness the power of OOH for social good


By John McCarthy, Opinion Editor

April 14, 2016 | 3 min read

Out of home advertising specialist Posterscope and its sister agency, experiential firm psLIVE, have created a cross company division to help brands pursue projects that merge both societal and commercial benefits.

The Urban Partnerships division aims to work with brands to create engaging out of home campaigns focused on spreading social good and providing real benefits to communities.

The group argues that the initiative will help brands touch hard-to-reach audiences with activity focused on providing support for communities.

In its trial stage, Adidas worked with Tower Hamlets to create a light up running track (shown above) and created safe running zones for women at night, all the while promoting the boost X women’s running shoe. The track was literally powered by kinetic energy from people’s footsteps.

With additional campaigns of a similar vein for online cycle retailer Wiggle and the British Heart Foundation under its belt, the group is looking to attract new brands intent on making a difference.

Michael Brown, managing director of psLIVE, said: “We believe brands have the power, connections, resources, and in many ways, an obligation to change the world for the good. The new Urban Partnerships division has been created specifically to help brands realise this potential, by acting as strategist and facilitator between local authorities, charities and not-for-profit organisations where they can make a real difference.

“Recent research carried out by CONE communications found that 90 per cent of consumers are likely to switch brands to one associated with a good cause. To that end, we are not populating this new venture with overtly commercial or marketing people from the world of media, and instead furnishing it with people with experience doing positive work in the heart of local communities. For instance, to help me drive this forward we have engaged Christopher Nicola, who has spent 10 years with Camden Borough Council rolling out local community initiatives.”

Christopher Nicola, head of Urban Partnerships, said: “The way in which consumers perceive brands has a huge influence on the effectiveness of that brand’s advertising. Through Urban Partnerships, we’re creating positive, impactful experiences for consumers that means brands are giving something back to the community at the same time. This isn’t just advertising, it’s advertising for good.”

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