JCDecaux in Australia has launched a campaign across its network to thank essential workers who are supporting Covid-19, as well as campaigns supporting local business and building awareness of mental health issues.
The out-of-home (OOH) media specialist used its own in-house creative team to launch a series of ads that thank the key workers, such as doctors, nurses, pharmacists, teachers, aged care workers, childcare workers, farmers, supermarket and warehouse workers in Australia.
JCDecaux ANZ CEO, Steve O’Connor, said: “In a time of tremendous upheaval and uncertainty for us all, there are many Australians working night and day to keep us cared for and making sure we have access to necessary services, and of course our medical professionals – true heroes, facing great challenges and potential threats to their own health to keep us safe. Our hope is they see this campaign on their way into work and home again, and they know that we recognise and applaud their contributions.”
Concurrently, the company has also launched an initiative to promote the use of local businesses, tying up with Broadsheet Media on an OOH campaign that helps to show businesses that are pivoting, for example, a restaurant offering takeaway, during a Coronavirus lockdown.
Broadsheet publisher, Nick Shelton, said: “We wanted to work with JCDecaux to help support Australia’s local restaurant and café sector during this tough time, so we have created a ‘Live List’ for each capital city detailing how our beloved cafes and restaurants are pivoting towards takeout and ready to eat meals. Our goal is to create a centralised point where audiences can go to learn how they can support their favourite local businesses.”
The final social messaging campaign the OOH business is launching is an extension of a long-term Australian campaign for mental health charity R U Ok?
The campaign urges Australians to ‘stay connected’ even if they are separated from friends and families, educating around the mental health benefits to speaking to people over digital platforms and the phone.
Overall, the use of the JCDecaux platform for social good messaging is something the media company believes will help society during tougher times.
JCDecaux chief marketing officer, Essie Wake, said: “JCDecaux connects organisations with communities, whether they are in the hearts of cities or deep in the suburbs. In these uncertain times, our ability to be a platform for good is at its most powerful – which is why we are carrying a number of important government health messages as well. Our role right now is to help connect, support and educate communities.”
The impact of people staying at home on the advertising and marketing industry will be significant, and OOH particularly may be impacted. In Singapore, OOH specialist rivals are coming together to try and beat the downturn. By dedicating unsold space to public service and social good campaigns, JCDecaux is showing its value during tougher times and could pay off in the long-term.