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Charities aren’t your average organisation – the whole reason for their existence is driven by social good and each campaign must deliver a message that resonates with its audience, driving engagement and change.

The below will provide insights as to how Outdoor advertising has raised awareness at events, attracted press coverage, increased fundraising and very importantly, influenced behavioural change.

Inspire yourself with our success stories and the charity campaign gallery!

Dogs Trust charity advertising on Trinity Way digital billboard

Charities using technology

Cancer research UK clear channel tap to donate campaign

Every single penny counts. The result – extraordinary, innovative concepts brought to life. Campaigns that create instant engagement and have the ability to leave people frozen on the spot – speechless.

You may remember Cancer Research UK’s ‘Tap this window to beat Cancer sooner’ campaign? Using contactless technology Cancer Research UK set up donation windows’ at stores throughout the UK where passers by could simply tap their cards on the window to instantly donate £2. This campaign won the ‘Best use of innovation’ 2016 award.

‘Every day a child is diagnosed with Cancer’

Utilising the same concept (real-time tech) as a Swedish shampoo ad from several months earlier, Barncancer Fonden made a slight adaption to the campaign; leaving people stunned. The campaign increased text donations by 1000%. See how it was done

The power of connecting with people emotionally

AGE UK no one should have no one billboardIt is proven that emotive advertising evokes a stronger effect on people than rational advertising. Think of some previous charity campaigns.. which come to the front of mind?.. the NSPCC ones perhaps?.. It’s those who’ve mastered the ability to create an empathy-provoking message through visuals and text.

Something you may also notice is the common utilisation of people. By seeing those who are affected and how, it allows us to place ourselves in their shoes; the stronger the effect of the empathy created, the higher the chance people will engage and do what they can to help the cause.

‘No one should have no one at Christmas’

In this campaign we have just one simple image accompanied by a phrase. Yet through the colours used, the vastness of the empty space and it being Christmas – the time of year we’re all supposed to be together – the result is a poster tugging on your heartstrings; perfectly conveying the loneliness that elderly people can go through.

This campaign shortlisted Age UK for the Outdoor Media Awards.

‘Fighting for every breath’

The close-up of Macauley drowning instantly captures attention and evokes empathy; the thought of feeling trapped and helpless is enough to send shivers through the viewer.Being the face and an ambassador of the campaign, Macauley also used the power of social media to spread the message to an even wider audience. (Image on gallery below)

The use of Social Media alongside

Mind charity take off the tap campaign clear channelSomething we’ve seen grow exponentially over the past few years is the use of social media to extend the efficacy of advertising campaigns further. Due to the ease of contributing on social media, people of all ages have been able to spread the message of the charity; showing that people are engaging with the cause and helping raise awareness.

This is exactly what Mind did with their ‘Don’t be silenced’ campaign. A simple, yet so effective concept. The mental health charity created something that everybody could take part in; the only thing required – a bit of sticky tape! This saw people all over the UK coming together, interacting through social media. Not only did this highlight awareness of mental health issues, but it provided people with the stepping stone to overcome them. #TakeOffTheTape

To read more on how to get your audience spread your message, read our ‘how to integrate outdoor advertising into your marketing campaign’ article.

Data & audience planning

british lung foundation on clear channel adshel liveDue to the nature of our business, we need to know our audiences – demographics, expenditure, health problems, proximities to shops/ cinemas/ car dealerships… the list goes on. The more we have, the more targeted, and so effective, a campaign we can provide you. The British Lung Foundation came to us a brief. Their objective was to raise awareness of lung disease in the areas which people are most affected.

‘Take the breath test’

Using Route (audience) data, work with local councils to see which areas were at higher risk of Chronic Obstructive Pulmonary Disease (COPD) and the flexibility of digital advertising, The British Lung Foundation effectively reached out to their audience on set days at specific times. The aim of the campaign was to engage and drive behavioural change. As a result of their highly targeted messaging, over 250’000 people took the test; many as a direct result of the OOH campaign.

Top Tips

We’ve spoken to you about how charities can be creative, how they use emotion to create empathy and how the artwork used is extremely powerful in landing a message to its audience. Now we recap on the top tips and we stick in a few of our own!

  1. Use imagery of people to generate a stronger connection
  2. Emotive messages deliver higher impact than rational
  3. Data tools will allow you to target highly precise audiences
  4. Social media extends the reach & longevity of your campaign
  5. Lenticular printing has the power to transform your message
  6. Fundraising? Use a clear ‘Call To Action’
  7. Contact us even if you’re just at the drawing board stage; we’ll happily help discuss & develop any ideas you have – even if this is using a variety of different media!

Looking to discuss outdoor advertising in your local area? Please give us a call or fill in our form and we will get back to you shortly.

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