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Ten reasons why_government

Date post:02-Nov-2014
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  • 1. 10 reasons why Governmentcampaigns should use Outdoor

2. Outdoor is available everywhere
Outdoor is a national, regional and local medium and can be used imaginatively
Plan government communications by postcode, health authority, proximity to schools, accident hotspot, ethnicity group, housing type
Sophisticated planning tools can customise any campaign by target group or budget
3. Direct communications work, and really influence behaviour
Direct Government communications represent a highly cost-effective way to influence the behaviour of millions of people
Wherever Government needs to encourage behaviour change, direct communications are a vital tool
4. On public land and property
Outdoor media are frequently based on land or amenities managed by local government
It makes sense for public messages to appear in a public space
Outdoor is preferred comms partner for many government initiatives
5. Outdoor offers a truly broadcast medium: it excludes no-one
The message can be seen and shared by everyone public space is important for shaping public opinion
Outdoor can also zoom in on particular audiences and environments: poorer neighborhoods, student campuses, gay nightclubs, areas of low employment etc
6. Historical usage
Local Government and the COI have successfully used a range of outdoor to promote their varied messages
Campaigns vary from tax returns to navy recruitment, dog waste to fitter lifestyles, flu jabs to drink driving, benefit claims to sexual health
7. Outdoor can place messages in the most relevant places
The relevant placement of the ad can place content at exactly the right time and location
Outdoor will let you target a very wide range of environments
8. Outdoor is a creative visual medium
Strong creative work can convey the message in a powerful way
Outdoor is the strongest visual medium, with the ability to grab attention and etch a message into the brain
9. Longevity of message = more chance of reaching target with high frequency
Unlike other media the message will be displayed 24 hours a day, 7 days a week
That means a chance for everyone to see it, potentially many times
No other medium combines the twin virtues of high cover and high frequency
10. Outdoor: still the political parties favourite announcement vehicle
Outdoors share of political parties advertising at the last general election was 30%*, and 59%* in the case of the Conservatives
When its a question of winning public support for a cause, outdoor always has a role to play
*Source: NMR Mar-May 2010, all media inc door drops, online and direct mail
11. Outdoor: proven effective in communicating key messages

  • There are many examples where government, political organisations and charities have used outdoor effectively

12. These campaigns show an excellent return on advertising investment in engagement and message outtake

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