Bauer Media Outdoor has worked with NHS Leeds Clinical Commissioning Group and production company Voodooh to develop a dynamic digital Out of Home campaign to remind the public of the health risks posed by lower temperatures.
Bauer Media Outdoor has worked with NHS Leeds Clinical Commissioning Group and production company Voodooh to develop a dynamic digital Out of Home campaign to remind the public of the health risks posed by lower temperatures.
The four-week campaign is running across Adshel Live screens around the city and uses weather data to update dynamic elements depending on temperature.
When the temperature is between 1c-8c, the adverts alert people with asthma that colder weather can affect their health.\nWhen temperatures fall below 1c, the message changes to inform people that ice can form on pavements even if the temperature does not fall below 0c.
Throughout the campaign, there will also be a regular message displayed, asking people to be aware of any weather warnings and to be mindful of any vulnerable neighbours who might need a helping hand.
Leeds-based agency Umpf was behind the creative and animation.
Dr Sarah Forbes, local GP and Associate Medical Director for NHS Leeds CCG, said, “This unique campaign is the first time we’ve seen temperature-triggered digital Out of Home advertising used to deliver key health messages. Many people will assume that with no snow on the ground and very few frosty mornings, the weather’s not cold or wintry enough to have an impact on their health. Research shows that even when the temperature is a relatively moderate 4c-8c, there can be considerable health impacts, especially for those with underlying health conditions; particularly those that affect their breathing (respiratory conditions).
“We all know that the British weather is unpredictable, and a weather warning is never too far away. It’s just as important that we think of others who may live nearby who struggle to get out and about, especially during periods of extreme weather. So our campaign will also remind people to look out for any vulnerable neighbours.”
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In today's fragmented media landscape, brands are under constant pressure to create connected campaigns that deliver consistency across channels. Yet many still plan social and digital Out-of-Home (DOOH) separately. That may be a missed opportunity.
