Talon is #SendingLove across the globe in the world’s largest user-generated digital out of home campaign
User-generated messages of love and unity are being displayed on digital Out of Home screens worldwide with social media amplification ensuring the messages are also seen by millions at home.
On Monday, May 18, Talon Outdoor launched “#SendingLove”: a new global initiative to promote messages of love that unite communities all over the world during the fight against the effects of Covid-19. The socially enabled OOH campaign is facilitated by the World Out of Home Organization and many of its member organisations, and runs on advertising space donated by over 70 media owners across 153 cities; this makes it the biggest user-generated-content campaign ever to run on digital out of home.
Created by Grand Visual, the campaign encourages participants to send love to those in places they cannot travel to, by getting creative with the heart-hand symbol and uploading their pictures and locations to www.sending love.to. Participants are then invited to donate to the global Covid-19 Solidarity Response Fund before receiving a photo of their picture playing on-screen in their chosen city to share with friends and family across social channels.
#SendingLove is facilitated by Plexus, Talon’s global OOH network, who along with their partners have built a campaign with true international reach and a total OOH media value of $15 million. The creative automation system developed by Grand Visual geotargets messages to the chosen city, connecting communities to messages of love from afar in a show of global strength and solidarity.
Frank Bryant, Group Chief Operating Officer at Talon, said: "It’s great to see an initial idea to share love between countries grow into a powerful multi-channel concept. Centrally coordinated by our Plexus team, the collaboration from our global network, and the industry as a whole, has been truly inspirational. The willingness to make this happen by all has delivered a media first for user generated OOH creative whilst raising money for the global Covid-19 Solidarity Response Fund."
Dan Dawson, Chief Creative Officer, Grand Visual, said: “We set out with one thing in mind, to provide people with the opportunity to send love to their favourite places around the world. With an internationally understood heart shaped hand signal at the centre of the creative - we could share the love in cities the world over despite the constraints of lockdown, with shareable content further extending the message via social channels.”
Tom Goddard, President of the WOO, added: “It is great to see out of home companies coming together to respond to the crisis, and tackle the often profound effects of social distancing with messages of love, community, and reassurance during this worrying time.
“The World Out of Home Organization is determined to play its part in supporting members and we thank the global OOH community for playing their role during this pandemic. Together we can make a difference.”