According to Bradley Cooper, Technology Editor for Digital Signage Today, digital signage is useful for more than just simple advertising. It can also help a community become a safer place, raise awareness for community issues and help support vulnerable groups.
Outdoor displays can play a critical role for public safety by providing safety messages quickly and efficiently. For example, outdoor signage can warn commuters that severe weather is coming and it can also offer safety tips, such as staying off the roads and going indoors. Outdoor displays can help in other ways besides just weather updates, such as delivering safety tips for summer/winter outdoor activities and raising awareness.
Most people are familiar with popular PSA campaigns which have run on TV, billboards and the like. Digital signage can also play a role in helping raise awareness on community issues such as support for drug and alcohol abuse. However, it can also help with smaller community issues, such as fighting for the right to run a lemonade stand.
One DOOH campaign recently targeted areas in the U.S. where lemonade stands are practically illegal and delivered messages urging commuters to sign a petition to get states to legalise kid-run lemonade stands.
Digital signage can be used to raise awareness for a variety of issues such as:
• Driving safety.
• Suicide awareness.
• Social services.
• Helping vulnerable groups.
As digital signage is a public messaging tool, it should serve the public, and that includes more vulnerable groups. Billboards already often feature messages on groups such as abused children, hungry citizens and the homeless, and digital signage can do the same. Digital signage is first and foremost a communications tool, and when we learn to use it properly, we can use it both to make money and to make communities better places to live.