For the past five years Ocean has been on a voyage, using our out of home advertising screens to spread the word about community, sustainability and efforts to address climate change.
As a business, we are in process of reducing our own carbon footprint by understanding what impact out of home media has on the environment and what we have to change to do better.
At Ocean, we have a policy in line with the Paris agreement to reduce carbon emissions by 42% by 2030 and aim to reach net zero by 2040.
Part of how we support this commitment is by giving free airtime on our outdoor screens to those charities, non-profits and causes taking on the fight through measures like waste and energy reduction, decarbonisation and biodiversity.
In its Sustainability Index, Kantar reveals that 97% of people say they want to have a sustainable lifestyle, however only 13% are actively changing their behaviour. And climate change is the top existential threat in Edelman’s Trust Barometer with food and energy shortages linked to climate change too.
Which means we need to do more by helping to move society from intention to action. As Greta Thunberg said: “Once we start to act, hope is everywhere. So instead of looking for hope, look for action. Then, and only then, hope will come.”
That is where Drops in The Ocean advertising fund comes in. It’s an opportunity for environmental charities to amplify their campaigns and messages via our network of dynamic outdoor advertising screens in cities and on roadsides.
Last year’s cohort of charities that we supported demonstrate the creative potential:
- Pipal Tree created a brand awareness campaign to help fund reforestation projects in Nepal.
- Justdiggit used ad screens to show how its regreening project is positively changing landscapes in sub Saharan Africa.
- The Blue Marine Foundation featured a huge plate of fish and chips to ask people to sign a petition against the overfishing of cod.
- The Marine Conservation Society and Cool Earth used powerful imagery to drive home their call to action messages.
- Our Only World used the exposure to amplify the effect manmade pollution has on marine life.
There are multiple ways of encouraging simple, credible change using the power of out of home to demonstrate how people can take action. Here’s how:
- If you are a plastic waste management or recycling charity, position collection points next to Ocean screens in high footfall areas, accompanied by pertinent messages on the large format display.
- Ocean screens are connected by fast Wifi. Use QR codes to encourage people to interact directly with the screen via their smart phones to do something positive, connect to your website, sign up to a promotion or make a donation.
- Even the smallest amount of movement will help engage more people. Ocean’s digital screens are dynamic, offering subtle and full motion creativity as well as dynamic copy which can be served according to the time of day, news headline, weather or localised promotion.
Here are some creativity and technical guidelines to help make your messages pop.
Always Look Up
Sixty-five percent of people (source: Kantar) say they want to do more to be more mindful of the planet and the environment, but that the increased cost of living prevents them from doing so.
Which means it’s never been more important for charities and non-profits to apply for our Drops in The Ocean programme.
Advertising has a huge role to play in relaying the urgency of the climate emergency we’re living in.
Let’s work to change the planet together.