The OOH industry continues to play a key role in building mass awareness of key public and social matters. As a case in point, on the Endangered Species Day, the National Geographic Society and members of the Outdoor Advertising Association of America (OAAA), launched an OOH campaign driven by user-generated content, featuring a range of animals at risk shared via the hashtag #SaveTogether.

The Drum reports that the campaign kicked off with an hour-long digital billboard takeover and interactive experience in Times Square. The public was encouraged to find a National Geographic Photo Ark poster, snap a selfie with the endangered animal, and share via Instagram or Twitter using #SaveTogether. Images were then published on the digital billboards.