According to the report of outdoor advertising for 2014, the share of social plots on advertising carriers increased by 5%.
This is due to political advertising campaigns and a significant increase in the number of volunteer initiatives. About things that affect the choice of industry to support a particular project and about points you need to consider before placing, major players of OOH market say.
Outdoor advertising is the main social media of the country. Not only operators, but also the organizers of social initiatives do not represent projects and media campaigns without the participation of Outdoor. For example, a social project "To find a new life", which was created for support of internally displaced persons, started owing to initiative of the organization "Aware People" and outdoor advertising Agency Master AD. And advertising carriers were provided by operators throughout Ukraine.
What influences the choice of industry to support a social project and what recommendations do market participants give?
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1. The importance and relevance of the topic
Andriy Nikitich, Director of the Agency Master AD.
"We support social initiatives not for the first time. As a business structure, we are able to influence society using our resources. The resettlement issue is very acute in our country. In our company and out of it there are people who need support. So instead of ignoring the situation, we connect auxiliary members. Because we know: that will be good for Ukraine, will be good for us and our business."
Oleg Nevelchuk, General Director of Group of Companies "RTM-Ukraine".
"The decision to support a social project we accept based on the public importance of its problems, purposes and our ability to help. We don't estimate the creativity, but knowing the rules for effective submission of messages by means of external advertising, we recommend to use clearer and more effective ways of conveying the essence and call-to-action project. As well as we make creative ideas for many social initiatives.
For the last 14 years "RTM-Ukraine" has sold more than 1,000 social projects by means of OOH media. One of the first projects that turned into long-term partnerships with the organizers, was the campaign for the TV channel "Magnolia TV. The tracing service of children".
2. The desire to be involved in
Elena Beskhlebnaya, Sale Director of BigBoard Ukraine. "For the selection of social advertising projects is an important priority of the broadcast message for the society. For us, as a socially oriented company, this project is an opportunity to join the society, to support socially important ideas. More than ten years ago we started with support "Tracing service of children" (Magnolia-TV) and continue the implementation of the project until now. The share of planes with social advertising is an average of 20% per month.
From experience I can say that most famous formats are 3X6 boards and city-lights. It is very important that advertisement was not overloaded with information. In developing the concept it is necessary to pay attention to: TA of project, social significance of the topic, the nature of communication (informing, warning, or a call to action)".
Safonov Oleg, Managing Director of Diamond TV: "Any social project is our little contribution to the better future. A couple of years ago Ukraine was the "wild West" in the development of social responsibility. Today the charity and social assistance has become an integral activity of companies.
Therefore, we choose the project where we can be most useful for a healthy society.
In developing the concept of social outdoor advertising, it is important to formulate a clear message calling for action to help or become a part of help. The public needs to say that to do good things it's easy, it should not cause a rejection, to show the full devastation, decline of morality and other negative images. It should show successful examples of aid as in the project "To find a new life".
We are a very young company, but we has worked with the Fund "Social partnership", participated in the campaign "Help the wounded".
3. Personal attitude to the problem
Sergiy Fedorenko, Director of advertising sales WiFi.in.UA
"Before agreeing to support a social project, I always ask the question: does the project fit our company policy on the level of personal preferences of leaders? I care what happens to Ukraine and the people living in it. For me personally it is important when the project has real social value, not just words.
Our first social project was "Your Voice": http://www.uvote.org.ua/. We are ready now to support projects aimed at the development of students".
4. The credibility to the initiators
Olexander Nosenko, Director of advertising Agency LUNEBU.
"At our choice, to support a social project or not, affects, primarily, the credibility to social organization. I need to understand if really care will be provided? In case of the project "To find a new life", we had confidence in our partner - Agency Master AD that appealed to us. That's why we agreed. I want to mention the importance of creativity in social projects, because it accounts for a considerable share of influence. We love our country and hope for the best".
5. The opportunity to implement interesting ideas
Papoyan Olga, Director of Project 007
"First of all, we look at relevance of the problem, then - at message and concept of social project. Might be a cool idea but a bad implementation. For us the participation in the project was an opportunity to realize the idea, and we hope the initiators will get expected results.The Agency 007 Project tries to do everything to support social projects. The most memorable and not trivial was the project on immunization".
Ishchuk Dmitro, managing partner of Media World Ukraine"
"Social project is an emotional advertising. It may not be very creative and low budget, but done on a very strong emotional level. Of course, I delve into the idea and purpose of the project, which is inherent in him.
For 8 years we have supported up to 10 social initiatives. I think the most successful cooperation is with Magnolia-TV. The tracing service of children". We are all one nation, the people of the same country and must help each other".
Sergey Salnikov, Director of BEST BUY&SALT MA.
"Each of us, regardless of status, has no right to be indifferent to the problems of society. People who found themselves in coercive circumstances, must feel that there are organizations willing to help. Only together we can build a new solid foundation of Ukraine.
That is why in the framework of our possibilities, we agreed with the SEC "Ocean Plaza" and launched a project "To find a new life" on media facades. In the development of social projects, it is important to take into account the specificity of each medium. No need to skimp on the production, better on quantity but not on quality. In particular, for video advertising it is necessary to prepare the video instead of giving a static picture.
In total, the project "To find a new life" was supported by 14 participants of OOH market (BEST BUY & MA SIL, SitiLift, Ant Vision Print, HITECH, PressCom, etc.).
Today, the social component is an integral part of Ukrainian society, including business. Outdoor advertising will preserve and increase its value for implementation of socially significant initiatives.
