Behavioural change through OOH health campaigns

Public health behavioural change initiatives often rely on a potent mix of creativity and effective communication - with a dash of surprisingly simple psychology. Whether encouraging healthier lifestyles, promoting vaccination, or raising awareness about diseases, influencing public behaviour is a crucial aspect of many health campaigns.

Out of Home (OOH) advertising plays a vital role in this effort, offering unparalleled visibility and contextual relevance, and Bauer Media Outdoor is proud to have partnered with several iconic healthcare brands and institutions to provide these platforms. By strategically placing health messages in public spaces, OOH advertising has the power to shape attitudes and encourage behavioural change on a large scale. But why is that so important?

What is behavioural change and why does it matter?

Behavioural change refers to the process of modifying people's attitudes, beliefs, and habits - in this case, to achieve better health outcomes. It is a key component of public health campaigns, helping to prevent the spread of disease, reduce healthcare costs, and improve overall well-being for the general public.

Successful behavioural change campaigns have been instrumental in tackling issues such as smoking cessation, physical inactivity, and vaccine hesitancy. By shifting public perceptions and normalising positive behaviours, these initiatives contribute to healthier communities.

The psychology behind behavioural change

Behavioural change is deeply rooted in psychological principles; sometimes all it takes to spark change is a little psychologically-informed nudge. Understanding some of these principles allows OOH advertisers to craft messages that resonate with audiences and drive action. Key psychological drivers include:

• Social proof - people tend to follow the behaviour of others, especially in uncertain situations. OOH campaigns can leverage social proof by showcasing community-wide participation in health initiatives, encouraging others to do the same.
• Repetition - repeated exposure to a message increases its effectiveness. Consistently displaying health-related messages across various OOH formats reinforces their importance.
• Environmental cues - the context in which a message is seen matters. Placing messages in locations where people make health-related decisions - such as gyms, supermarkets, or transport hubs - enhances their impact.

Challenges in influencing public behaviour

Changing behaviour is not always straightforward. Common barriers include:

• Resistance to change - many people are set in their habits and may resist new health advice if it goes against their familiar routines. Overcoming this requires clear messaging and persuasive storytelling.
• Misinformation - conflicting information can create confusion and distrust. OOH campaigns must prioritise accuracy, credibility, and clear communication - trust makes all the difference.
• The need for instant gratification - many health benefits, such as those gained from regular exercise, take time to manifest. Campaigns should highlight short-term benefits and stay consistent in their messaging to maintain motivation.

Why OOH advertising is effective for behavioural change

OOH advertising is the perfect medium for driving behavioural change due to its ability to reach vast audiences in high-impact locations. Unlike digital advertising and social media campaigns which can be ignored or blocked, you can’t swipe past a billboard you see every day on your way to work. OOH benefits from:

• High visibility - billboards, transit ads, and posters ensure that health messages are seen by millions.
• Consistent exposure - frequent exposure reinforces messages, making them more memorable and persuasive.
• Location targeting - strategic placement in key areas maximises relevance and effectiveness, and reaches communities at their heart - the places where they work, shop, and relax.

Reaching audiences in context

Placing health messages in relevant locations enhances their impact - neuroscientists have proven that contextually relevant stimuli on billboards can increase brain response towards them by as much as 18%. Here are some good examples of reaching audiences in context:

• Encouraging vaccination or routine health check-ups in locations close to hospitals and clinics.
• Promoting physical activity and healthy lifestyle choices near leisure centres and parks.
• Raising awareness about mental health and stress management among daily commuters at transport hubs.

By situating health campaigns in the right environments, OOH advertising increases the likelihood of engagement and action.

The role of visual storytelling

Effective health campaigns often employ compelling visuals to convey emotion and urgency - placing images of health issues caused by smoking on cigarette packets is perhaps the most well-known example. It’s much easier for eyes to pass over text without absorbing its meaning than it is to ignore a hard-hitting image. OOH advertising also in visual storytelling, using bold graphics, striking imagery, and succinct messaging to capture attention.

OOH health campaigns that can make a difference

There are lots of ways in which OOH health campaigns can successfully drive behavioural change, and Bauer Media Outdoor has played a key role in its fair share of examples - one of which was in partnership with Melanoma Fund.

How to design effective OOH health campaigns for behavioural change

Creating a successful OOH health campaign requires careful planning and execution. Here are some key strategies:

Crafting clear, actionable messages

When tackling complicated health topics it’s easy for the key message to be lost in a sea of medical jargon. Health messages should be concise, direct, and easy to understand, or risk alienating the audience they’re meant to reach. Actionable messages need to leave the viewer with a simple task they can carry out in response to the campaign, and why it’s important for them to do so, e.g. “book a flu jab today to protect yourself and others,” or “aim for 30 minutes of exercise at least 5 days a week for a healthier and longer life.”

Using repetition and consistency

Consistent messaging across multiple OOH formats strengthens recall and reinforces the desired behaviour. Using the same slogan, colours, and imagery across billboards, posters, and transit ads ensures a unified and recognisable campaign.

Incorporating DOOH for dynamic engagement

Digital Out-of-Home (DOOH) advertising enhances traditional OOH campaigns by allowing for dynamic, time-sensitive messaging. Benefits of DOOH include:

• Real-time updates - displaying changing health statistics or urgent alerts.
• Interactive elements - QR codes that link to health resources or appointment booking pages.
• Personalisation - contextual messaging based on time of day or weather conditions (e.g., promoting hydration on hot days).

Measuring the impact of OOH on behavioural change

Evaluating the success of an OOH health campaign is essential to understand its effectiveness and refine future efforts.

Key metrics for behavioural change

Being able to measure behavioural change involves tracking tangible outcomes. Key performance indicators (KPIs) might include:

• Monitoring increases in appointment bookings or attendance.
• Assessing whether the campaign drives people to seek more information by tracking website hits.
• Gathering insights on awareness shifts and perception changes through public surveys and feedback.

Leveraging data for future campaigns

Data from past campaigns can be used to inform future strategies. By analysing what worked well and what didn’t, advertisers can refine messaging, adjust placements, and improve engagement techniques for greater impact.

Be the behavioural change you want to see in the world

Behavioural change is at the heart of effective public health campaigns, and OOH advertising is an invaluable tool for driving these changes. With its ability to reach broad audiences and deliver compelling visuals and messages, OOH plays a crucial role in shaping healthier communities and, ultimately, a healthier society. We also believe that this means we have a responsibility to do it the right way.

By understanding the psychological drivers they need to lean on and leveraging the power of DOOH and OOH, healthcare institutions and brands can create impactful health campaigns that inspire action and improve public well-being. To find out more about how Bauer Media Outdoor can help you to instigate behavioural change, get in touch today.

Melanoma Fund

This evocative and informative campaign not only showed passersby what a cancerous melanoma might look like - it also linked this imagery to cycling outside without sun protection, reminding people of how easily melanoma can develop and what to do to prevent this from happening. In a single image, people are given a reminder they can use to change their behaviour immediately, and information on what to look out for.