OMA Members Encourage Australians to ‘Light Up the Dawn’ Today
The Outdoor Media Association (OMA) has today announced, for the third time, its support for RSL Australia’s Light Up the Dawn campaign in the lead up to ANZAC Day. The creative will appear on the industry’s digital sign network across the nation.
Light Up the Dawn was introduced in 2020 by RSL Australia to mark ANZAC Day when traditional commemorations were cancelled due to the pandemic. The initiative took place again in 2021 giving Australians options on how they can commemorate and honor our service men and women on ANZAC Day. The OMA amplified the message in 2020 and 2021.
RSL Queensland State President, Major General Stephen Day, DSC AM acknowledges the importance of Australians supporting, recognizing, and participating in ANZAC Day.
“It is a time for all Australians to reflect – no matter where you are or how. Those who went before us set a standard and, on 25 April 1915, created a legacy that those serving today continue to uphold.
“It is a day to remember not only our original ANZACs, but a day to stand shoulder-to-shoulder with fellow Queenslanders and remember our current and former service men and women; those who have fought and served our country, as well as the families who stand beside them. Light Up the Dawn brings us all together and the RSL is proud to continue the partnership with the Outdoor Media Association and its members, bringing this message to all Australians,” said Major General Day.
The ANZAC spirit is a core component of this year’s initiative. The five traits that defined ANZACs as they landed in Gallipoli on 25 April 1915 are endurance, courage, mateship, humour and ingenuity. These characteristics are embodied by the Australians highlighted in the campaign image.
“It is fitting to see these five traits highlighted in this year’s campaign as we slowly come out of the pandemic where endurance, courage, mateship, humour and ingenuity were once again attributes we witnessed around us in our daily lives,” said OMA CEO, Charmaine Moldrich.
“Our members are proud to support Light Up the Dawn using the industry’s network of digital signs to encourage people to come together and reflect on a day of such significance to our nation. We salute RSL Australia for their efforts in producing Light Up the Dawn giving all Australians the chance to stand in solidarity to commemorate ANZAC Day, in ways that are personally meaningful,” concluded Moldrich.
OMA members supporting Light Up the Dawn this year include AOSCo, BIG Outdoor, Bishopp, goa Billboards, JCDecaux, Motio, oOh!media, Outdoor Systems, Paradise Outdoor Advertising, QMS Media, Shopper, Total Outdoor Media (TOM), and Val Morgan Outdoor (VMO).
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