NFP Trials Outdoor Advertising Campaign

The Royal Institute for Deaf and Blind Children (RIDBC) is testing its first major outdoor advertising campaign in bus shelters and metro stops across Sydney, Melbourne and Brisbane using $400,000 of free media space donated by street furniture company, Adshel.

RIDBC was the winner of Adshel’s ‘Importance of Giving Back’ Christmas campaign last year, and the second charity to have its campaign ‘go live’ across Adshel outdoor panels. 

“The campaign will help to raise awareness of RIDBC amongst the general community, and will be integrated with other communication efforts to drive online traffic and donations for the Not for Profit organisation,” RIDBC CEO, Chris Rehn said.

“The campaign addresses the difficult task of visually encapsulating both hearing and vision impairment in children. It features thought-provoking imagery of a teddy bear without eyes and ears in a playroom setting.

“Additionally, QR codes have been incorporated into the panels to help drive traffic to the RIDBC website,” Rehn said.

“The campaign has gone live this week and we have already seen a 30 per cent increase in traffic to our website in comparison to the same time last month. We have had positive feedback from the public via our social platforms, and I even had a stranger in a gym comment on the campaign because he recognised my RIDBC shirt!

“This is the first time we have been able to fulfill our goal to connect hearing and vision loss with the RIDBC brand in the minds of the community. This hasn’t been possible with the other forms of media that we have used before,” Rehn said.

Adshel CEO Rob Atkinson said the particular advertising exposure could help charities to further reach their audiences.

“Given our position of being able to offer a product that’s a part of the Australian landscape, we have the ability to help charities such as RIDBC engage the community where they are at, helping them to extend their message to more people in more towns and cities.”

The other winning charities, Open Families Australia and R U OK Day both received advertising space donations of $200,000 and $100,000 respectively. The Open Family Australia campaign went live earlier this month and R U OK Day will collaborate with Adshel in September to leverage their outreach.