NEW YORK, NY (May 19, 2017) — Today, on Endangered Species Day, the National Geographic Society and members of the Outdoor Advertising Association of America (OAAA), will launch a groundbreaking OOH campaign driven by user generated content and featuring a range of animals at risk shared via the hashtag #SaveTogether. Organized by OAAA, the extensive campaign launches on digital billboards across Times Square and other major U.S. cities today, and continues throughout the summer across a range of billboards and other OOH formats donated by OAAA members from across the country.
The campaign kicks off at Noon with an hour-long digital billboard takeover and interactive experience in Times Square. Members of the public are encouraged to look for National Geographic Photo Ark posters, snap a selfie with the endangered animal, and share via Instagram or Twitter using #SaveTogether. Participants are quickly rewarded with their moment of fame as their image is published on iconic digital billboards.
The digital OOH activity is driven by OpenLoop, the real-time campaign management and distribution platform donated by ad tech specialist, QDOT. Meanwhile, dozens of other Times Square billboards will feature video and stills of animals from the Photo Ark spanning the city’s digital amphitheater before disappearing in a symbolic execution underlying the importance of helping to save these species while there’s still time.
“The OOH industry annually donates more than $500 million in media space to support public service efforts,” said OAAA President & CEO Nancy Fletcher. “With its proven ability to amplify social and digital media, engage audiences, and ignite change, OOH is the prefect medium to build awareness around the #SaveTogether campaign.”
Boston, Chicago, Cincinnati, Los Angeles, Minneapolis, New York, Philadelphia, and Washington, D.C. are among some of the major markets that will also participate in the Endangered Species Day launch of the #SaveTogether campaign through local digital OOH activations. Across the county, more than 45,000 digital OOH screens will feature Photo Ark images.
“Digital OOH is the perfect medium to amplify National Geographic’s social media campaign, extending the reach and impact of their digital strategy to millions of people across the U.S.,” said Ben Putland, MD of DQOT. “This rich and timely interactive execution helps to engage audiences today and throughout the duration of the campaign.”
After May 19, the campaign will expand throughout the U.S. where Photo Ark animals will be featured on printed and digital billboards, bus shelters, airport dioramas, mall kiosks and other OOH formats.
Learn more and donate at PhotoArk.org and join the conversation on social media with #SaveTogether.
The #SaveTogether campaign is the latest example of the OOH industry donating time and space for the public good. 27 OAAA member companies and the Foundation for Outdoor Advertising Research and Education (FOARE) contributed resources to help bring the #SaveTogether campaign to the American public including, Adams + Fairway Outdoor Advertising, Ashby St. Outdoor, Barnes Outdoor, Besko Media, Bing Outdoor, Boardworks, Branded Cities, Catalyst Outdoor, City Outdoor, Circle Graphics, Clear Channel Outdoor, Durden Outdoor, EYE Media, Greensigns, Illuminate Mobile, Intersection, JCDecaux, Lamar Advertising Company, Mile High Outdoor, National CineMedia, Norton Outdoor, Oliver Outdoor, OUTFRONT Media, Standard Vision, Stott Outdoor, YESCO, and Zoom.
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About the National Geographic Photo Ark
Founded by National Geographic photographer Joel Sartore, the Photo Ark aims to document every species currently living in the world’s zoos and wildlife sanctuaries, inspire action through education, and help save wildlife by supporting on-the-ground conservation efforts. Sartore has photographed more than 6,500 species so far on his quest to create the National Geographic Photo Ark. Once completed, the Photo Ark will serve as an important record of each animal’s existence and a powerful testament to the importance of saving species.
The goal of the #SaveTogether campaign is to move people to support the Photo Ark and projects working to help save species. Twenty-five animals from the Photo Ark will be featured in the OOH campaign, including the Florida panther, the Saint Vincent Amazon parrot, the Golden Snub-nosed monkey and the Malayan tiger, of which there are only an estimated 340 left in the wild.
About the National Geographic Society
The National Geographic Society is a leading nonprofit that invests in bold people and transformative ideas in the fields of exploration, scientific research, storytelling and education. We support educators to ensure that the next generation is armed with geographic knowledge and global understanding. We aspire to create a community of change, advancing key insights about our planet and probing some of the most pressing scientific questions of our time. Our goal is measurable impact: furthering exploration and educating people around the world to inspire solutions for the greater good. For more information, visit www.nationalgeographic.org.
About OAAA
OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US OOH industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7.6 billion annually in ad revenues and donates more than $500 million in space each year. For more information, please visit www.oaaa.org.
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