How Digital OOH enhances health messaging

Clear communication is important for all advertising, but when it comes to public health messaging, it can have a direct impact on people’s lives - it needs to be seen and understood. Digital Out-of-Home (DOOH) advertising offers a dynamic and impactful way to deliver vital health messages to diverse audiences, reaching them in the places they live and when they need it most. With its ability to combine creativity and technology, and enhance these features with strategic placement, DOOH is revolutionising the way health campaigns engage with the public. This guide explores the role of health messaging and how DOOH enhances its effectiveness.

The role of health messaging in public health

Health messaging is a cornerstone of public health initiatives, helping to inform, educate, and inspire communities to take action in the name of their health. But what exactly is health messaging, and why is it so vital?

What is health messaging?

Health messaging refers to the communication strategies used to convey important health information to the public. Whether it’s promoting healthier habits, raising awareness about diseases, or encouraging vaccination, health messaging aims to influence behaviour and improve community well-being. A recent example is the way information was conveyed to the public during the Covid-19 pandemic, and there have been studies into the way it was executed, received, and the impact it had on the general public. 

The power of public health messaging

Effective public health messaging can lead to life-saving actions. Campaigns that encourage early cancer screenings, regular exercise, or blood donation have a direct impact on public health. By delivering clear, credible, and engaging messages, these initiatives empower individuals to make informed choices about their health that go on to benefit not only themselves, but the wider community.

Challenges in health messaging through the media

While health messaging is essential, it’s not without challenges. Media saturation, misinformation, and audience apathy can dilute the impact of campaigns. For example, as a result of misinformation, childhood vaccination rates have fallen below the recommended level, resulting in outbreaks of vaccine-preventable diseases.

Traditional media campaigns often struggle with the reach and flexibility needed to be able to spread health messages effectively, especially in instances where time is of the essence. There is also the need to be able to reach diverse audiences with varying health literacy levels. This all requires careful planning and execution.

Why OOH advertising is ideal for health messaging

The reason why Out-of-Home (OOH) advertising is a powerful medium for health messaging is due to its ability to connect with audiences in their everyday environments. It can complement other channels with its real-world reach.

Unparalleled reach and visibility

OOH ads are strategically placed in high-traffic areas like city centres, transport hubs, and shopping centres. This ensures maximum exposure to a broad and diverse audience, making it ideal for public health messaging and campaigns.

Delivering consistent messaging

Unlike some media that audiences can skip or ignore, OOH ads are unavoidable. This makes them an excellent platform for delivering consistent and repeated messaging, which is crucial for health awareness campaigns. For example, a commuter might pass the same billboard every day, and absorb its message that little bit more each time they see it.

Versatility in format

OOH advertising offers a wide range of formats to suit different campaign goals, including:

• Static billboards

• Digital screens

• Ads placed on public transport and in transport hubs

DOOH, in particular, adds interactivity and real-time updates, enhancing the effectiveness of health messaging.

Key factors for effective OOH health messaging campaigns

Creating impactful OOH health campaigns requires a strategic approach to the following:

Strategic location selection

Placing ads in areas where they will have the most impact is critical. For example, a campaign promoting flu vaccinations might target busy commuter routes, while a mental health awareness message could be placed near places with high volumes of vulnerable people, such as schools or community centres.

Tailored messaging for specific audiences

Health messages are most effective when they resonate with their intended audience. Customising campaigns to address specific demographics, such as young professionals or older adults, ensures greater engagement and relevance.

Creative and visual appeal

In a visually-driven medium like OOH, compelling design is essential - this is what will draw the viewer’s eye first. Clear visuals, concise messaging, and eye-catching graphics can make your health campaign stand out and drive greater audience engagement.

Real-world examples of OOH health messaging success

NIXI Body

Using formats such as Malls Live and Ashdel Live helped NIXI Body to increase brand awareness with their “No Leaks, No Ifs, No Butts” campaign. The results were staggering, including a 51% increase in sales. With empowering messages of health and fitness, combined with the assurance that their leak-proof period pants were up to the task, their choice to use OOH advertising brought attention not only to their brand and the importance of staying active, but to a solution that many might not be aware existed.

NHS Blood Donors

The NHS used DOOH to encourage blood donation, with Ashel Live digital screens informing passersby of how many people had signed up to give blood that day, and where their nearest donation centre was. This compelling data, paired with a clear and direct call to action was designed to encourage people to give blood by helping to remove barriers that might prevent people from doing so e.g. showing how important it is, and giving them the information they need to do so. 

Great Ormond Street Hospital

Many health messages need attention from those who aren’t directly impacted by the issue. One example is Great Ormond Street Hospital for Children, which is greatly bolstered by charitable donations. Using digital screens in busy locations, and telling stories of patients’ struggles, they were able to draw attention to worthy causes, and even provide direct links for people to be able to donate in passing.

The role of data in OOH health campaigns

Data plays a crucial role in shaping and optimising OOH health campaigns. Paying attention to audience insights and performance metrics helps to create more effective strategies in the future. Here are some of the ways data can be used in public health messaging:

• Targeting your audience - Advanced analytics tools allow advertisers to understand who their audience is, where they are, and what motivates them. This data ensures health messages are tailored to the right people at the right time.

• Campaign performance metrics - Measuring the performance of health campaigns is essential for assessing their impact. Metrics like impressions, engagement rates, and audience reach provide valuable feedback for refining strategies.

• Real-time adaptability - One of the key advantages of DOOH is its ability to adapt in real time. Campaigns can be updated based on current events and audience demographics, ensuring messages remain relevant and impactful - for example, advising caution during extreme weather.

Customising OOH health campaigns for your audience

To maximise the effectiveness of OOH public health messaging, campaigns must be customised to meet the unique needs of different audiences and regions. Here are some of the ways in which we do this at Clear Channel.

Leveraging audience insights

Using data-driven insights, we tailor health campaigns to address specific concerns for the audience that will benefit from them the most, such as promoting fitness among young adults or encouraging preventive screenings for older populations.

Regional and cultural customisation

Health messaging should reflect the cultural and regional nuances of its audience. Localised campaigns that consider language, customs, and community values are more likely to resonate and drive action. In a campaign by Clear Channel for the Alzheimer’s Society, as part of Dementia Action Week, smart planning tools were used to change the language of the messaging depending on the predominant language spoken in the area. 

Flexible campaign options

OOH offers the flexibility to run short-term campaigns for urgent messages or long-term initiatives for sustained awareness. This adaptability allows marketers to align their strategies with campaign goals. For example, when partnering with Agincare to encourage people to apply to work as carers, we were able to match the campaign time to whatever recruiting period they needed.

Harnessing the power of OOH for health messaging

Digital OOH is transforming the landscape of health communication by offering huge opportunities for reach, engagement, and adaptability. With strategic locations, creative visuals, and data-informed decisions, health campaigns can deliver impactful messages that inspire positive change. Partner with Clear Channel to craft campaigns that make a difference - get in touch today.