NO #ISTAYEDATHOME - Isobar Poland together with Screen Network with a month-long OOH campaign for the Oncological Education Program
A campaign for the Oncological Education Program has launched, supported by the agencies Isobar (Dentsu Aegis Network Poland) and Screen Network. The goal of the project is to thank and show respect for nurses and nursing staff for their extraordinary effort and dedication during the COVID-19 pandemic.
The idea of the campaign, whose slogan is NO #ISTAYEDATHOME, is based on an observation of common behaviors related to how society functions during the ongoing coronavirus pandemic. For several months, for our own safety, we have been forced to follow certain rules. A two-meter distance is mandatory, we stick to the #stayathome rule, and we also take greater care of our loved ones.
Medical staff have always been and remain on the front line when it comes to the health and lives of patients. However, the current situation has made the dedication of nurses even more visible, as they perform their profession in hospitals, emergency departments, clinics, or care homes, breaking the current recommendations and sacrificing their own health to protect the lives of others. The Oncological Education Program Foundation, which conducts training for this group of medical personnel – noticing the enormous dedication and risk to their own health with which doctors carry out their duties every day – proposed cooperation to the Isobar agency and Screen Network in expressing recognition and thanks to all medical personnel.
A campaign of thanks for medical personnel
On the billboards created as part of the campaign, you can see moving photographs showing nurses in situations where they are performing their duties. Each photograph is accompanied by an appropriate slogan that also serves as its statement: "I didn't keep a two-meter distance because I was inserting a cannula into a patient," "I didn't #stayathome because I was adjusting a patient's pillow," "I didn't share a smile with you because I didn't take off my mask for hours."
The activities were undertaken pro bono, and the campaign will last exactly one month, i.e. until July 8, 2020.
Concepts from the article
OOH advertising in practice
OOH — Out of Home advertising. Advertising reaching audiences outside the home, e.g. billboards, citylights, public transport carriers, airport advertising and large-format screens. It requires planning of location and exposure.
Why it matters: It works where people already are: on streets, at bus stops, on commuting routes. It builds local reach and brand recall without fighting for attention in an overloaded internet.
When it is used: For building awareness, local campaigns and supporting launches; location and exposure decide everything.
What happens if it is omitted: A purely digital campaign bypasses people who are away from screens — and purchasing decisions are also made on the way to the store.
Summary
The Oncological Education Program Foundation, together with the agencies Isobar (Dentsu Aegis Network Poland) and Screen Network, is running the pro bono OOH campaign "NO #ISTAYEDATHOME," which will last until July 8, 2020. The billboards with moving photos of nurses and slogans such as "I didn't keep a two-meter distance because I was inserting a cannula into a patient" are meant to thank medical personnel for their dedication during the COVID-19 pandemic.
The campaign uses contrast with the popular hashtag #stayathome to draw attention to those who could not follow that rule. It is an example of how OOH media — usually associated with commercial advertising — can carry a socially important message.
