Out-of-Home Media India Pvt Ltd has initiated the ‘Uniting for Children’ campaign in association with UNICEF, wherein the former will conduct a month-long promotional activity on their entire network of over 4,700 screens across 23 cities to patronise a donation drive for the causes of malnutrition, AIDS, child labour and education.
As part of their OOH Care property, wherein OOH Media dedicates their support to social causes, the ‘Uniting for Children’ campaign is a landmark activity that will raise awareness as well as attract funds for the cause. The total duration of the activity is four weeks (slated for a September release tentatively), and each week will be dedicated to a different cause. UNICEF will run their promos on OOH Media screens at all relevant locations such as malls, residential complexes, multiplexes, corporate parks, ITES, restaurants, commercial buildings, in-store, etc.
The promos will invite ‘call to action’, wherein the contact details of UNICEF would be displayed to direct willing donors to contribute. UNICEF will deploy their executives in select cities, if required, to collect contributions at points of purchase.
Niloufer Dundh, CSO, OOH Media, said, “We will utilise the strength of our network and that of Flexicast to garner maximum benefit for UNICEF. For example, we will have sub-titles on the films customised for the city / region that the film is playing in. Also, we plan to offer potential sponsors an opportunity to promote the cause of UNICEF. Corporate social responsibility is a big initiative that many companies are embarking on, and UNICEF is a great cause to be associated with.”