Go Campaign debuts high-impact OOH initiative to empower vulnerable youth

The global nonprofit Go Campaign has launched its first-ever Out-of-Home (OOH) advertising initiative, aimed at raising awareness for its mission to provide healthcare, education, and safety to children in need. Partnering with the creative agency Butler, Shine, Stern & Partners (BSSP), the organization has strategically deployed eye-catching assets across Los Angeles, including billboards and transit benches, to turn city streets into platforms for social change. 

The creative strategy focuses on humanizing the impact of global aid through punchy, relevant copy and evocative imagery. One standout execution on a bus bench features a direct comparison between modern technology and human development, stating: “While AI teaches machines to think, Brenda teaches kids in Tanzania to believe in themselves”. This messaging is paired with a QR code, allowing commuters to instantly connect with the campaign and learn more about how to support the organization’s self-sustaining projects. 

By utilizing physical outdoor media, Go Campaign is building on the momentum of its #35ToThrive initiative to reach a captive audience in high-traffic urban areas. The campaign leverages the support of high-profile ambassadors like Robert Pattinson and Ewan McGregor to lend additional weight to its message. While currently concentrated in Los Angeles, the nonprofit plans to integrate this OOH push with a digital campaign, potentially expanding to other major cities to reach even more of the world’s vulnerable children.