Primedia has indicated that user-generated messages of love and unity are being displayed on digital out-of-home screens worldwide, with social media amplification ensuring the messages are seen by millions at home.

Launched by outdoor specialist Talon Outdoor, the socially-enabled DOOH campaign is facilitated by The World Out of Home Organisation, as well as many of its member organisations, and runs on advertising space donated by over 70 media owners across 153 cities.

This has made it the biggest UGC campaign ever to run on digital out-of-home. Created by Grand Visual, the campaign aims to encourage participants to send love to those in places they cannot travel to. They do this by getting creative with the heart-hand symbol and uploading their pictures and locations to

Participants are then given the option to donate to the global COVID-19 Solidarity Response Fund, before receiving a photo of their picture playing on-screen in their chosen city to share with friends and family across social channels.

The campaign is facilitated by Plexus, Talon's global OOH network, who along with their partners have built a campaign with a total OOH media value of $15-million.

Primedia Outdoor says that it is on board to help display messages of love to people in:
  • Johannesburg
  • Pretoria
  • Cape Town
  • Durban
  • Windhoek
  • Lagos
  • Gaborone
  • Mbabane
  • Maseru, and
  • Lusaka.
The system developed by Grand Visual geo targets messages to the chosen city, connecting communities to messages of love from afar in a show of global strength and solidarity.

Jorja Wilkins, marketing and marketing services executive for Primedia Outdoor, says, "We are delighted to be on board and displaying messages of love and unity from around the world."

"Despite the constraints of lockdown, it is great to see the out-of-home community coming together to fight the effects of COVID-19, and social distancing in particular, with a campaign that connects and reassures people that we are in this together," adds Wilkins.

Frank Bryant, group chief pperating officer at Talon, says, "It's great to see an initial idea to share love between countries grow into a powerful multi-channel concept. Centrally coordinated by our Plexus team, the collaboration from our global network, and the industry as a whole, has been truly inspirational."

"The willingness to make this happen by all has delivered a media first for user-generated OOH creative, while raising money for the global COVID-19 Solidarity Response Fund," adds Bryant.

Dan Dawson, chief creative officer at Grand Visual, says, "We set out with one thing in mind: to provide people with the opportunity to send love to their favourite places around the world."

"With an internationally understood heart-shaped hand signal at the centre of the creative, we could share the love in cities the world over despite the constraints of lockdown, with shareable content further extending the message via social channels," concludes Dawson. 

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