Save the Children raise awareness of food poverty with localized DOOH

Written by Mahsa Sabouri | Jul 13, 2021

Save the Children provides critical food assistance for vulnerable households and relies on fundraising to support its food poverty and hunger programs. During the 2021 festive season, the organization launched a fundraising campaign to address food shortages faced by children worldwide.

Using hyper-local targeting, this DOOH campaign displayed ads tailored to neighborhood levels. With the tagline “Set an extra plate” (or, in Dutch: “Zet een bordje bij”), the campaign encouraged Dutch consumers to create a virtual Christmas dinner table across the Netherlands.

In collaboration with its media agency, SDIM, Save the Children designed a localized strategy leveraging the dynamic creative capabilities of Vistar Media. The campaign targeted consumers near supermarkets, focusing on screens within 500 meters of these locations.

Paul van Amelsvoort, Campaign Manager at SDIM, explained: “This campaign is about raising awareness of food poverty. We wanted to send the message in an environment and mindset where people can relate and respond most effectively.”

Localized dynamic creative made the ads even more relevant by referencing well-known landmarks in each neighborhood. For example:

In Amsterdam, ads stated: “Let’s set a dining table as long as the Vondelpark,” referencing the city’s largest green space.
In Groningen, the message read: “Let’s set a dining table as tall as the Martinitoren,” highlighting the city’s iconic church tower.

These HTML5-built DOOH ads were powered by a data feed that connected screen locations to nearby landmarks and their coordinates, ensuring maximum accuracy and contextual relevance.

Grace Ooijen, Digital Marketer at Save the Children, emphasized the impact of dynamic technology: “One of the challenges we face as a humanitarian aid organization is making our message relatable for those who may not experience these insecure living conditions. Thanks to the dynamic activation in the DOOH channel and the support of Vistar Media’s Creative Services, we can now deliver more compelling stories at scale.”

Through its partnership with Vistar Media, Save the Children successfully combined hyper-local targeting and dynamic creative, creating a campaign that resonated deeply with audiences and drove support for its vital mission.

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