OMA Annual Report 2016 OMA_Annual_Report_ForPrint_5_23 | Page 41

“I think the Outdoor
sector has done a
great job of really
being adaptive and
transformative. To me
Out of Home is still
all about being a mass
awareness broadcast
channel, but they have
evolved that to being
a geo-based, digitally
lead, content platform
which is really exciting.”
Sophie Madden
C E O, M E D I A F ED E RATI O N O F AUSTRALI A
CA MPA IGN : U V A L ER T
A DVERTISER: C A N C ER I N ST I T U T E OF N E W
S OUTH WA L ES ( N SW )
The Cancer Institute of NSW used a UV alert system via
digital Out of Home panels to trigger sun smart messages
based on real-time radiation levels. This campaign alerted
passers-by to the dangerous effects of exposure to UV
rays at particular parts of the day, while also providing
simple steps that can be taken to avoid UV damage.
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