With party season around the corner, OOH Media (Out-Of-home Media India Pvt. Ltd.) has launched a CSR (Corporate Social Responsibility) campaign around ‘Don’t Drink and Drive’. The campaign has started on 22nd December, 2008, under OOH Cares (OOH Media On-Screen property dedicated to Public Screen Service Message).
The aim behind the campaign is the drunk driving incidents that spike during the holidays. This time of the year is also referred to as ‘Rookie Season’ as motorists who partake in the season’s merriment don’t always know when they have had too much and may get behind the wheel after they have been driving. That’s the main reason; OOH Media has launched ‘Don’t Drink and Drive’ campaign.
As a responsible community medium, OOH Media got into a few celebs like Konkana Sen, Praveen Dabas, Sanjay Suri, Manoj Bajpai etc. to urge people to not drive, party responsibly and get home safe. The celebs used are young and connect to the cause as they have been in news for their films or social awareness. Bollywood celebrities are used as celebrity value is quite high for social cause related messages.
Ashutosh Parekh, National Content Head, OOH Media says, “From a content point of view – celebrities add a dazzle to the screen, build in the OOH factor to the message we want to propagate and is in sync with the festive season ….and all that comes with it”.
Launched in May 2007, OOH Media in India’s largest digital OOH TV company with over 5000 screens in variegated locations including corporate parks, malls, multiplexes, residential complexes , gyms, salons, bookstores, restaurants across 22 cities in India.