Over the past six months, Go Media has collaborated with AUT University’s Creative Advertising students, tapping into their fresh perspective to revitalise existing campaigns for local charities.
Following a guest lecture on out-of-home advertising opportunities, with a focus on the digital and programmatic space, AUT lecturers and Go Media initiated an OOH-specific assignment for the students.
For the assignment, student teams were tasked with developing a creative campaign for one of six of Go Media’s Good Impression charities. Matt Halliday, Lecturer for Advertising and Brand Creativity at AUT, remarks, “Partnering with GO and their charity partners is a fantastic experience for our students. They get to work on real world clients, and these incredibly worthy causes get a free boost to their creative. It’s one of the first times some of our students see their work out in the real world and that experience is invaluable.”
The ‘Good Impressions’ initiative puts the power in Go Media customers’ hands allowing them to pay their impressions forward by donating them to one, two or all three social outcome pillars of Wellbeing, Environment and People.
These donated impressions are then distributed across 15 local charities on Go Media’s nationwide digital billboards to the benefiting organisations in each category.
One benefitting charity is Big Brothers Big Sisters of New Zealand, a benefactor of the Uplifting our People pillar.
“Coming up with new ways to communicate our mahi is always a bit of a challenge, so it’s been a privilege to tap into the students’ creativity and come up with a campaign that has a catchy hook and fun, eye-catching imagery. This being a joint project has been a great experience for us all, and we have high hopes for the graduates involved” comments Cushla Duncan, National Communications Manager at Big Brothers Big Sisters of New Zealand.
Go Media’s Marketing Manager, Isabella Dervan, concludes, “For us, the best part is seeing the Good Impressions inventory (which is generated by our clients) being gifted to causes we’re passionate about, which are then being supported by young up-and-coming creatives to create amazing call-to-action and awareness campaigns. It’s something we’re proud to be a part of and will continue to explore, hoping to make it a regular part of the third year curriculum at AUT.”
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