Kinetic & create campaign to let people tweet key worker appreciation onto digital advert boards

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by Josh Peachey

Kinetic and have joined up with OOH media owners on a campaign to display messages of gratitude towards key workers on digital screens across the UK.

The #MyHeroes initiative means that the British public will be able to use digital out of home (OOH) screens to thank specific NHS workers, teachers, farmers, pharmacists and delivery drivers.

To make use of it, viewers need to tweet a message along with #MyHeroes.

By placing hero individuals on digital OOH screens in their local area, the campaign ensures those that need to see the messages the most, the key workers, will be able to. 

At the same time, an image of the message being displayed on a digital screen will be shared with the author of the nomination to enable them to show their support further by sharing across their social media channels.

Current media owners supporting the campaign include: Alight Media, Boomerang Media, BlowUP Media, Clear Channel UK, Hi! Street Digital Media, JCDecaux, Open Media and Ocean Outdoor.

Andrew Phipps-Newman, CEO of “When the key workers across the U.K. are on their way to and from work, and when the general public are travelling on their essential journeys, we dearly want everyone to see and experience the support for those in our lives who are having to carry on in the toughest of circumstances so that we can stay home, and we can be safe. 

“This is, in its entirety, literally and figuratively a social media campaign for the people, created with love, collaboratively from some of the global leaders in media. It is our responsibility as an industry to give a platform for our heroes. This campaign, and our time, is being contributed by to the out of home industry; turning outdoor media into a community service channel.” 

Ali MacCallum, CEO of Kinetic UK: “The #MyHeroes campaign is another brilliant demonstration of the OOH industry coming together to deliver a public message of support for key workers. 

"OOH’s ability to amplify social media content in public in real-time, while at the same time generating striking dynamic visual content for social sharing, is something unique to OOH as a channel.