Using The Power Of Digital Place Based Media To Support Local Causes

By Tony Hymes

Turn on the news and the outlook is depressing. Stories of famine, disasters, and war propagate the airwaves and news websites. Sometimes we feel helpless, wondering what we as individuals can do to help. Sometimes we see an advertisement for relief with a call to action,  for example by texting to a number to donate $5. As has always been the case, we pick up our phones or go online and donate. There is an incredible amount of goodwill available, the hard part is getting the message out.

International initiatives get the most attention globally, but localized efforts are just as important, and often have a critical impact on a community. F.Y. Eye, a non-profit communications organization in New York City, focuses on local campaigns including smoking cessation, obesity prevention and access to food and health benefits. Jaci Hirschfeld, F.Y. Eye’s Director, brought connections from her career in for-profit advertising to organize messaging campaigns on remnant and donated space from traditional out of home (OOH) and digital out of home networks (DOOH). Relying on the generosity of her partners, Hirschfeld has grown F.Y. Eye’s reach dramatically.

“Most of the traditional OOH is operated by renowned media companies, so having a good relationship with the reps that handle non-profit advertising is essential.  I try my best to help them understand how important it is for non-profits to get the word out about their programs and services.  Most are extraordinarily receptive to the idea of helping nonprofits with remnant space,” said Hirschfeld.

Growing the network of connections has allowed F.Y. Eye to  target a message to a specific audience in determined places. “Geo-targeting is essential since many of the poorest neighborhoods in NYC also have the highest incidence of illness, whether it’s related to obesity or the environment, benefit the most from increased access to numerous governmental and non-profit services” explained Hirschfeld, “many of our messages are aimed at low-income families who need help in leading healthier lifestyles and accessing services.”

The collection of traditional and DOOH spots can be activated rapidly, and in certain cases the velocity of the messaging was priority number one. “Last year we did a campaign targeting West African communities to educate women that a common remedy, Calabash Chalk, used to relieve symptoms of morning sickness during pregnancy was actually poison, containing lead and arsenic!  We had to create and broadcast a message immediately to help protect pregnant mothers and their unborn babies,” said Hirschfeld.

FUNDRAISING WITH DOOH

Building successful cause marketing campaigns often means raising funds for that specific cause. Contrary to what some people might think, “every dollar helps – and most nonprofits have found that a majority of funding comes from small donations, between $5 and $20,” said Hirschfeld. “Big or small, nonprofits are desperate for funding since budget cuts have left them paralyzed.”

Tapping into the generosity of the public requires awareness. But many of the initiatives do not have the resources to buy advertising space. There are also challenges to where fundraising messaging can be displayed. “Some of the resources we have in place prohibit F.Y. Eye’s clients from direct fundraising, so private DOOH networks like Park Cast Network lend a helping hand in getting these nonprofits noticed and hopefully in turn funded by generous New Yorkers,” said Hirschfeld.

HELPING OUT

Hirschfeld is particularly fond of DOOH for non-profit awareness because “the great thing about DOOH is that it’s easy to design and reformat creative and I know there is plenty of room available on all the networks out there.  If every DOOH network out there allocated a few spots during their rotation to a nonprofit organization, the world could really be a better place.  Education is key and letting people know about essential programs and services will help everyone in the long run. There are so many amazing programs and services out there, it’s just a matter of telling people about them,” said Hirschfeld.

Networks like Park Cast, which operate in over 50 locations across Manhattan in parking garages and transit centers, have used their available space to promote awareness for causes with F.Y. Eye such as access to fresh foods and awareness of health issues. “Recently we implemented a campaign with Park Cast that had a great deal of success,” said Hirschfeld, “It was for the African Services Committee focused on de-stigmatizing HIV/AIDS amongst African and Caribbean Immigrants, especially within Harlem and the Bronx. They received great feedback on the campaign and a boost to their website. It also generated a lot of buzz within the communities that they serve.”

Realizing the benefit to everyone, Park Cast Network is actively looking to find new groups to help. “We are a part of the local community,” said Joe Matriss, Park Cast’s Managing Director, “and as a part of that community we believe that we should use the communications power and reach of our network to help non-profits get out their messages to those in our audience who can help.”

“If a DOOH network wants to help, they can donate a little time on their network to help advertise a program, service or help raise essential funding.  It’s definitely a feel-good act that will not only spice up the content on rotation, but will help so many people in the process,” said Hirschfeld.


About Tony Hymes
Having published extensive reports on Digital Signage and Digital Out of Home in major press such as USA Today and The Wall Street Journal, Tony Hymes works with the DOOH industry to promote education and awareness of the medium. He currently edits the informational portal www.DOOH.com and is focused on helping ad-based initiatives in the US.