Plan International – Digital Outdoor Campaign (DOOH)
The challenge
Plan International wanted to raise awareness of child marriage and drive engagement to end this global problem. The challenge was to:
- Reach out to a wide and diverse audience in public places.
- Create a campaign that grabbed attention and delivered a powerful message.
- Integrate relevant and contextual information to increase the impact of the campaign.
The solution
We developed a digital out-of-home (DOOH) campaign at train stations where we:
- Real-time integration: linked the campaign to train station departure times. The screen showed how long it takes before the next train departs.
- Visually strong message: Every time the next train was about to depart, a message about how a child’s journey towards marriage is now departing was presented, reinforcing the campaign’s message.
- Strategic location: The campaign was displayed on digital screens in busy, high-traffic areas, increasing visibility and reaching a wide audience.
The campaign combined technology and a strong social message to create awareness and inspire action in an engaging and relevant way.