More than 1,300 digital advertising panels in airports, shopping centres, pubs, cafés and on roadsides around the country will display a poppy for a minute on the 11th hour of the 11th day of the 11th month, as part of Australia’s biggest ever digital Out-of-Home advertising campaign.
The campaign by oOh! Media for DefenceCare’s second annual Minute to Remember initiative, will also see digital signs run reminders in the week leading up to Remembrance Day and display a national countdown 10 seconds prior to the minute’s silence.
The simultaneous countdown and minute of remembrance will be made possible by oOh!’s state-of-the-art digital technology, which allows advertisers to instantaneously update its digital signs to display new content at a specified time.
DefenceCare, an RSL charity, helps current and ex-service men and women and their families with community support, advocacy and assistance with compensation and entitlement claims for pensions and benefits.
CEO of oOh!, Brendon Cook, said the pro-bono campaign – valued at over a million dollars – would raise awareness of this significant event among more than a third of the population.
“Until now, no one in the world has ever been able to reach such a wide audience through a digital Out-of-Home campaign, but because of our massive investment in digital technology and software across multiple environments, we can,” Mr Cook said.
“Our current digital away-from-home advertising network is one of – if not – the largest in the world, with a reach of at least a third of Australia’s population.
“That gives DefenceCare massive reach deep into the Australian community.
“The campaign will also make a deeper connection by promoting the Minute to Remember app – available from www.minutetoremember.com.au – which gives Australians the opportunity to buy a virtual fundraising poppy to display on their Facebook page.”
DefenceCare’s General Manager Robyn Collins said the campaign, was developed by content agency 3rdSpace, to commemorate Remembrance Day and make honouring Australia’s war heroes more relevant to young people.
“oOh!’s generous support for the campaign is enabling us to gain major traction in ensuring Australian’s commemorate Remembrance Day and also help us achieve wider support for the important work we do for our Defence personnel.”