Thinking About That Moment of Noticing
Billboards-“Something that jolts you out of your reality and lets you reframe things.”
A recent news story last week about an art project, called ‘A LONE’, used OOH posters as the primary media to combat civic loneliness with public empathy. It’s a good story out of Seattle. What resonated was a phrase in the last sentence in the story, “…thinking about that moment of noticing and connection”.
While we are sharing the phrase out of context with the message the writer is conveying, its serves as unique positioning for Outdoor Advertising. Isn’t “thinking about that moment of noticing and connection” what all of us in the OOH Industry strive for our target audience with every campaign we run?
Isn’t “thinking about that moment of noticing and connection”, what all of us in the OOH Industry strive for our target audience with every campaign we run?
Consider the phrase in next pitches and presentations. Two more to consider from the article:
—”messages … in the most public places possible: … billboards”.
—“Something that jolts you out of your reality and lets you reframe things.” Insert ‘Outdoor advertising’ before ‘Something…’
What do you think?
Here is the full story by Brangien Davis, Arts and Culture Writer for Crosscut. Ms Davis is a freelance writer/editor and singer/songwriter. Crosscut is the “Pacific Northwest’s independent, reader-supported, nonprofit news site part of KCTS 9 Public Televison, Cascade Public Media
Five Billboards in Seattle, Washington
New art project, A LONE, combats civic loneliness with public empathy
In The Handmaid’s Tale, just when central character Offred is feeling deeply alone in a society she no longer recognizes, she discovers a message scratched on the wall of her closet: nolite te bastardes carborundorum. The phrase (loosely translated as “don’t let the bastards grind you down”) is gibberish to Offred, but the simple implication that someone has reached out to her with a personal message is enough to inspire her to hold on. We may not be living out quite the dystopian nightmare that Margaret Atwood envisioned, but a new art exhibition has posted similar messages of solidarity in the most public places possible: on advertising billboards.
messages of solidarity in the most public places possible: on advertising billboards
Called A LONE, the project was co-coordinated locally by nomadic gallery Vignettes, new poetry press Gramma and art space Mount Analogue, and funded by the Bill & Ruth True Foundation. In addition to the five billboards, there are wheat paste posters, audio recordings, stickers and a display of smaller work at Mount Analogue.
This “citywide exhibition of empathetic voices” is designed to address the lonely feelings that can arise in an urban environment — particularly one that is swiftly becoming unrecognizable to longtime residents. “It’s about living in a city and having those moments of solitude and isolation,” says Sierra Stinson of Vignettes. “There is a lot of stigma with loneliness, but it’s a very human experience.”
Stinson says A LONE (which is up through May) was inspired by the rapid and disorienting transformation of Seattle, and also by the essay collection The Lonely City: Adventures in the Art of Being Alone by Olivia Laing. “Loneliness is personal, and it is also political. Loneliness is collective; it is a city,” Laing writes. According to the organizers, A LONE is “meant to confirm that yes, you are alone, but we all are. We are in this lonely city together.”
You have a powerful thought here: Planners need to understand the difference between “noticing” and “resonating”. In audience size measurement, we are concerned about either opportunity to see (notice) or actually noticing an asset. It is this way because that is something that can be reliably measured. OOH is already ahead of the curve because it measures noticing rather than opportunity to notice. However, it is the creative that transfers noticing an asset to actually resonating. No one knows when OR WHERE that resonating moment will occur. When that person is ready and able to ingest that message is up to the individual and forces beyond our control. Better to be in as many different places outside the home to increase our chances.
Thank you for your comments Jeff Casper. “In audience size measurement, we are concerned about either opportunity to see (notice) or actually noticing an asset.”
“OOH is already ahead of the curve because it measures noticing rather than opportunity to notice. Better to be in as many different places outside the home to increase our chances.” Great points Jeff Casper. Thank you