Outdoor advertising goes beyond selling products

MANILA, Philippines - The growing popularity of outdoor advertising has extended beyond merely creating brand awareness or promoting products and services to increase sales. A number of companies and organizations are now employing out of home media to communicate specific advocacy programs.

A group of 10 billboard operators established an advocacy group named Outdoor Media Advocacy Group (OMAG). The Group aims to advocate reforms in the outdoor advertising industry, and to espouse social awareness by using out-of-home as a mass medium for public service.

Outdoor Media Advocacy Group (OMAG) executive director and spokesperson Troy Bañez said based on statistics, out of home ads have become the fastest-growing and effective advertising medium available. He noted that people are spending more time outdoors on the road, or in business and commercial establishments.”

“We undertake our advocacy campaigns to inform the public of current concerns that have an impact on their lives,” said Bañez. “We aim to be vessels for effecting positive change.”

One of the group’s more notable programs is the A-H1N1 awareness campaign launched in August 2009. Its main objective is to communicate the importance of sanitation and proper hygiene to help thwart not only the flu strain but other diseases as well. Billboards urging people to always wash their hands with soap and water were mounted in different areas nationwide.

Another advocacy done by the group was the Tarp for Tent program. When typhoons Ondoy and Pepeng struck the country, the group donated their used tarpaulins to serve as temporary shelter for the victims and evacuees

OMAG’s most recent campaign centers on educating people on the importance of making the right decision in this year’s election. “People always say they want a brighter future, better political leaders and an end to poverty. But some of them fail to realize the impact of their votes in attaining these goals,” Bañez said.