05 Our contribution
Using our signs for good
OMA MEMBERS ARE PROACTIVELY WORKING FOR A SUSTAINABLE INDUSTRY , AND WORK IN PARTNERSHIP WITH A VARIETY OF ORGANISATIONS TO BROADCAST CAMPAIGNS FOR THE PUBLIC GOOD .
ROAD SAFETY AND COMMUNITY SERVICE
The OMA and its members are committed to road safety , especially when it comes to digital signs .
2017 saw the industry embark on a major research project into driver behaviour in the presence of digital signs , and it also saw the Department of Main Roads in Western Australia release its own research report , finding that drivers drove better in the presence of a digital sign .
As urban growth accelerates , Out of Home ( OOH ) advertising is perfectly positioned to reach consumers on every part of their journey , where they live , work , shop and socialise . Digital OOH , integrated WiFi , beacons , and other technology not only allow brands to better engage and interact with consumers , but also facilitate real-time communications that inform the community .
There were several ground-breaking initiatives delivered by OMA members in 2017 including :
Adshel and the Australian Radio Network collaborated with the Road Safety Commission of Western Australia on a community service campaign to save lives . The Might be a Mate campaign used synchronisation across OOH and radio , targeting Perth motorists with a coordinated message which appeared on digital OOH panels , as well as on radio .
goa continued its ongoing partnership with Brisbane City Council by broadcasting community safety announcements in the event of natural disasters , terror attacks , Amber Alerts and any other urgent public safety announcements across its digital network .
JCDecaux supported # 3500LIVES , a global campaign developed by the Fundraising Institute of Australia to reduce the number of global road fatalities .
QMS Media , in conjunction with the Queensland Police , launched an Amber Alerts campaign . When children go missing , alerts are broadcast live across the QMS network within 30 minutes of the police receiving information .
ENVIRONMENT AND SUSTAINABILITY
OMA members are committed to environmentally sustainable solutions as they benefit both the community and business .
Over the past year , there have been several activities that have assisted the industry in its efforts to reduce its impact on the environment and improve sustainability :
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Adopting programs to reduce waste generation , including production of lighter weight material used to skin billboards , resulting in almost 40 % less PVC in production and consequential waste
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Recycling of 90 – 100 % of street furniture posters
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Providing sponsorships or in-kind support towards community initiatives that champion environmental causes
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Investing in LED lighting systems which both decrease power emissions and better illuminate panels , reducing energy consumption by up to 65 % at some sites
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Installing Smartlink which turns off lights on unoccupied static billboards , and solar solutions at suitable sites which aim to be energy neutral .
OMA members are proactive in establishing achievable and impactful environmental initiatives including :
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Targets to increase the number of fuel efficient vehicles within operational transport fleets
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Monitoring and reporting on evolving OOH technologies that reduce the impact of industry on the built and natural environment
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Environmental management systems and best practices ensuring ISO14001 accreditation
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Benchmarks for monitoring the reduction in the generation of waste , including recycling programs for OOH advertising skins
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Programs to recycle waste materials and conserve energy , water and natural resources through increased efficiency and the introduction of new technologies and production methods .
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