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More and more, Out-of-Home (OOH) advertising is proving to be a must for health campaigns, offering unparalleled opportunities to connect with audiences, inspire action, and drive meaningful outcomes. Public health advertising and campaigns give people the information and encouragement they need to access life-changing products and care, and make positive changes to their lives. OOH, with its ability to combine impactful visuals and strategic placement, makes an invaluable platform for health-focused brands and organisations. In this blog, we鈥檒l explore why OOH is vital for health campaigns and highlight successful examples of how Bauer Media Outdoor has worked with healthcare partners to create positive change.

Why OOH is vital for health campaigns

The unique characteristics of OOH advertising make it an ideal medium for health campaigns, from raising awareness to inspiring behavioural change.

Reaching communities where they live

You can鈥檛 blame people for wanting to skip the ads they鈥檙e inundated by on their phones and televisions. But some healthcare messages are too important to ignore. OOH advertising excels at being unavoidable by reaching people in their everyday environments - whether they鈥檙e commuting, shopping, or at leisure. By advertising public health campaigns in high-traffic locations, organisations can engage audiences where they live, work, and travel.

Amplifying urgency and awareness

When addressing public health issues, urgency is often key, especially in response to current events and rapidly changing situations, such as flu season or times of inclement weather. OOH鈥檚 large, bold formats make it ideal for delivering time-sensitive messages, such as vaccination campaigns or blood donor appeals. Its high visibility ensures these critical messages aren鈥檛 missed.

Versatility across campaign goals

Whether the aim is to inspire changes in lifestyle, encourage donations, or push recruitment in understaffed health industries, OOH is versatile enough to support a wide range of health campaign objectives. From static billboards to dynamic digital displays, .

NIXI Body: Brand awareness campaign

The first of our examples of successful health advertising campaigns, NIXI Body, a brand dedicated to menstrual health, used OOH advertising to increase its visibility and connect with audiences in a meaningful way.

Creative design that resonates

The campaign featured bold, empowering imagery and messaging that spoke directly to its target audience. The ads showed women who matched the demographic of the target audience celebrating being able to stay fit and active throughout their period with the help of NIXI Body鈥檚 leak-proof products. By addressing topics that are often seen as taboo in a relatable and engaging way, NIXI Body succeeded in breaking down barriers and building trust with consumers.聽

Increasing awareness through strategic reach

Strategic placement in urban areas and transport hubs ensured the campaign reached its core demographic, and was guaranteed to reach people in a way that online-only advertising could not. This targeted approach helped maximise awareness and establish NIXI Body as a recognisable brand, and earned an impressive 149% increase in impressions.

NHS: Blood donor campaign

The NHS鈥檚 blood donor campaign demonstrates how OOH advertising can drive action in critical public health campaigns.

Strategic placement to maximise impact

By placing ads near hospitals, community centres, and public transport routes, the NHS ensured its message reached individuals at key decision-making moments. The strategic locations were instrumental in encouraging sign-ups and boosting donor numbers. There is an ongoing from Black, Asian and mixed ethnic backgrounds, so by placing these ads in areas with diverse populations such as Camden, the NHS boosted their chances of receiving sign-ups from the donors they needed.

Inspiring action through bold messaging

The campaign featured direct and urgent calls to action, informing passersby of how many people had signed up to donate blood that day, and where their nearest donation centre was. Combined with attention-grabbing visuals, the messaging inspired individuals to act immediately, driving measurable results for the NHS through this vital campaign.

Great Ormond Street: Supporting a vital cause

Great Ormond Street Hospital for Children used OOH to raise awareness and funds for its life-changing work.

Capturing hearts with powerful imagery

The campaign included visuals of children and families whose lives had been transformed by the hospital鈥檚 care, addressing them by name. This heartfelt imagery created a strong emotional connection with audiences, encouraging support and empathy.

Driving donations through visibility

For those without children, or those with children who have never had to experience the kind of issues Great Ormond Street tackles on a daily basis, a visual reminder can make all the difference. OOH placements in busy shopping districts and transport hubs ensured maximum exposure - and by providing a donation link, the ads allowed people to take immediate action. The combination of visibility and compelling storytelling made it easy for passersby to engage with the campaign and contribute to the cause.

Change Grow Live: Behavioural change campaign

Change Grow Live, an organisation focused on addiction recovery and mental health, used OOH advertising to encourage positive behavioural changes within communities.

Focusing on community impact

The campaign centred around localised messaging, highlighting the support and resources available to specific communities. Addiction and mental health are issues that impact entire communities, but often the sufferers feel alone. The personalised approach of these ads, showcasing the Change Grow Live recovery coordinators, fostered a sense of connection and relevance.聽

Creating lasting change through consistent messaging

By maintaining a consistent presence across multiple OOH formats, the campaign reinforced its message over time. For Change Grow Live and the issues it tackles, this is essential, because they aren鈥檛 things that can be changed overnight. This long-term visibility helped normalise discussions around addiction recovery and mental health, driving sustained behavioural change.

Terrence Higgins Trust: Promoting public health awareness

The Terrence Higgins Trust used OOH advertising as part of their public health campaign to challenge stigmas, promote sexual health awareness and HIV prevention in an inclusive and impactful way.

Breaking stigmas with bold messaging

When dealing with a sensitive and often stigmatised topic such as HIV, it was essential that this campaign feature unapologetically bold messaging and challenge outdated perceptions. By including a QR code through which people could order a free HIV test, these ads provided an easy way for people to engage with the cause.

Reaching younger and diverse audiences

Strategic placement in areas frequented by younger, socially conscious audiences ensured the campaign resonated with its target demographic - the messaging, encouraging young people to be 鈥減art of the generation that stops HIV鈥�, is empowering, and suggests that they can still help the cause, even if it doesn鈥檛 directly impact them.

Leveraging vibrant and inclusive creative

Bright, eye-catching visuals featuring confident young people and inclusive messaging made the campaign approachable for all audiences, helping to reduce the stigma of who HIV affects and who should be regularly tested for it.聽

Bauer Media Outdoor's role in delivering successful health campaigns

OOH advertising has proven itself as an indispensable tool for health marketing campaigns, providing unmatched reach and visibility. From raising brand awareness to driving long-lasting behavioural change, OOH has and will continue to be instrumental in the success of public health campaigns across the UK - something we are proud to be a part of.

If you鈥檙e ready to use OOH to spread the word in your next health campaign, find out how partnering with Bauer Media Outdoor can help your campaigns to inform, engage, and inspire.