Woof, Poor OOH Creative Turns into Lost Opportunity for Covid PSA Messaging
175 U.S. Markets for OOH Vaccine Campaign
Poor OOH Creative Turns into Lost Opportunity
Adweek shared an Out of Home campaign encouraging vaccination for Covid-19. It is a PSA campaign, created by Mischief @ No Fixed Address in collaboration with Dini von Mueffling Communications. Out of Home will be a significant part of the effort with messages displayed in over 175 U.S. markets. Quan Media Group set up the donated media space. Additionally, the NBA has committed to run the ads across its network.
Sadly, the OOH creative for this campaign is not very good. It misses on legibility. It’s tough to read the copy and the graphics are confusing. Many who shared remarks on this creative, questioned how PDA is even a legitimate reason to seek a vaccination.
It’s not the worst creative that we have ever seen, but there is so much potential to do better. Many responded, it’s just public service, it really doesn’t matter. Public service, free of charge, does matter, and in this case, the creative makes it one big wasted investment of resources and lost opportunity for a very important message.
When an OOH ‘campaign’ is public service, it’s the perfect time to set the narrative with the creative agency who’s asking for free space. Bad outdoor creative doesn’t help the industry. Accepting terrible creative for Public Service can make OOH look desperate as an Industry.
Read the story from AdWeek here⇒ Mischief Goes OOH for Second Wave of Vaccine
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