Moving Walls harnesses the power of OOH media for social good

Global outdoor advertising enterprise software provider, Moving Walls, has launched a global initiative to harness the power of out-of-home (OOH) media to spotlight social and humanitarian causes. Titled “Moving Hearts”, this environmental, social, and corporate governance initiative will automatically match charities and community organisations to last-minute OOH media inventory.

Often, charitable organisations face difficulties in gaining visibility, while OOH media owners have unused inventory that could be leveraged for lasting impact. Moving Hearts aims to be a mutually beneficial opportunity for all parties, enabling philanthropic campaigns to flourish and reach a wider audience.

Don’t miss: How can brands in APAC better embrace ESG to foster brand loyalty?

The initiative will use Moving Walls’ advanced technology to match registered charities to last-minute digital OOH (DOOH) inventory, as well as DOOH content serving. Causes are first recruited on the Moving Hearts website and will be validated individually. Participating publishers then have the discretion to select the causes they support.

“OOH media has the potential to shape public opinion, influence behaviors, and bring critical issues to the forefront of society,” said Moving Walls in a statement. 

“By being physically present in public spaces, OOH advertisements can create a lasting impact and contribute to a more inclusive and compassionate world,” it added.

Indeed, OOH media, particularly DOOH, has been found to enable precise targeting and campaign delivery, enabling marketers to engage with audiences at the right place and time.

The initiative will use supply-side platform (SSP), LMX Connect, to schedule content on a non-guaranteed model. Its partners will receive support throughout the campaign lifecycle, to ensure smooth execution and transparent accountability.

Since its inception two months ago, Moving Hearts piloted in Southeast Asia, expanding its reach across the region. It launched on the International Day of Charity in Malaysia, collaborating with OOH media partners such as Libroff, LEDtronics, and Alloy Advertising. The philanthropic DOOH campaigns were done for the environmentally driven youth community organisation, Youths United for Earth (YUFE), and local art collective, Five Arts Centre.

In October, Moving Hearts partnered with Dana Screen and LEDtronics for Breast Cancer Awareness Month, with a campaign for Healthy Malaysia. It provided breast cancer screenings through a scannable QR code on digital displays, along with messaging on the importance of early detection.

In Singapore, it partnered with Anjels Media to launch a campaign for World Alzheimer's Day with Dementia Singapore. This campaign highlighted the importance of mental health for caregivers of patients with the condition, through an awareness campaign with The Safe Space Foundation.

“Moving Hearts enables access to the widest reaching media channel to those who need exposure the most. With ‘Moving Hearts’, we bring social sustainability to the forefront of our work in the DOOH ecosystem,” said Srikanth Ramachandran, group CEO of Moving Walls.

“Moving Hearts has been consistently achieving the goal of reaching 100,000 hearts (impressions) for every CSR campaign it has amplified,” he added.

The biggest conference is back! Experience the future of marketing with 500+ brilliant minds at Digital Marketing Asia on 28 - 30 November in Singapore. Uncover groundbreaking strategies that connect leading brands with their target audiences effectively.

Related articles:
Moving Walls partners Japanese OOH jeki
Moving Walls partners GroupM for automated and accountable DOOH in Philippines
Moving Walls appoints D.Sriram to strengthen advisory board