Have you ever thought about where our daily sewage goes? Is it the right place to go? 🤔
In the UK, a stunning 3.6 million hours of raw sewage spilled into rivers and seas in 2023. Despite increasing awareness, public engagement remained low.
That’s Central Office of Public Interest and AMV BBDO stepped in and created a shocking OOH campaign that grabbed everyone’s attention. What did they use? 𝐇𝐮𝐦𝐚𝐧 𝐰𝐚𝐬𝐭𝐞 and 𝐜𝐨𝐧𝐠𝐞𝐚𝐥𝐞𝐝 𝐟𝐚𝐭. Disgusting, right? 🤢
These revolting materials were pieced together to form words, spelling out messages calling for action. 📜🛑 The "letters" were displayed on billboards near polluted rivers, bringing the issue right in front of people’s faces.
It was a bold move, but it worked. This campaign triggered emotions of disgust and outrage—proven keys for boosting public engagement. 🔥
The result? 💥 £𝟐𝟖𝐌 in earned media. 💥 𝟖𝟗,𝟎𝟎𝟎 petition signatures. 💥 𝟕𝟒% of the audience disgusted into action. This campaign even won the Bronze in billboard advertising at The Drum. 🏆
The campaign proved that emotions (disgust here 🤢) are powerful motivators in calling for action.
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