DOOH with social purposes in London
Because it’s not all about sales and conversions, with the buzz around Netflix’s series “Adolescence” as a topical issue, the UK charity The Children’s Society used billboards for a campaign aimed at helping adults better understand how teenagers express their emotions.
The Out of Home advertising strategy, carried out in five key locations in London, had a social focus by aiming to bridge the gap between adults and youth.
The campaign was presented as a text conversation with ambiguous emojis that can confuse adults, highlighting the lack of understanding teenagers face, which can contribute to isolation and harmful behaviors. The institution also included the phrase “It’s okay if you don’t speak the teenage language”, with an invitation to download a “pocket guide for parenting pre-teens with tips and guidance on how to be present and create space for connection”. They noted that it was a call to action to spark “a broader debate about teenage mental health, urging adults to listen, understand, and support the next generation”.
The truth is that as consumers demand greater environmental awareness from brands, sustainability is becoming a pillar of outdoor advertising. With commitments ranging from carbon neutrality to mindful use of water and energy and offering sustainable materials, companies are aligning with audiences through responsible marketing strategies. Out of Home, far from being exempt, serves as an ideal tool to amplify these strategies, while customers express willingness to pay more for environmentally respectful campaigns that are both impactful and responsible.
