EYE brings together the OOH industry to support four charities
February 16, 2010 Uncategorized
NEW YORK – Leading Out-of-Home media provider, EYE, is using its network of Eyelite units in malls across America to support four charities kicking off on February 15. EYE has donated advertising space on behalf of over 50 clients, each of whom nominated one of the charities to support as part of this Out-of-Home industry charity initiative.
The four causes supported by this program are the American Heart Association (February is American Heart Month), the American Red Cross, Breastcancer.org and New York Cares. EYE selected the four organizations to support based on internal and external feedback.
Michelle Schiano, EYE USA’s Vice President of Marketing explained, “This whole concept came about after we had meetings in each of our US offices, looking at ways in which we could boost morale internally, and for the industry at large, after a particularly challenging year. There was an overwhelming consensus that everyone wanted to get involved in something charitable that they could share not just with colleagues but also clients.”
Each client nomination meant two panels were offered to the client’s charity of choice in a local mall. EYE further donated additional panels to bring the total to over 200 campaign posters in 51 malls. The campaigns will run on both static and digital units. Clients who nominated a charity were also sent additional information on how they can activate others in their companies to donate time and money to their chosen cause.
Said Nancy Fletcher President, OAAA, “The out of home advertising industry donates more than $400 million in media space a year. EYE’s program is yet another example of how this medium is made up of good corporate citizens who truly care about their communities.”
The campaigns each call out their cause’s unique mission. Since February is the American Heart month, the American Heart Association campaign encourages supporters to wear red to increase awareness of women’s heart health and highlights ways Americans can keep their hearts healthy. The Red Cross campaign is a simply executed, impactful general awareness campaign encouraging donations. The BreastCancer.org campaign features one survivor’s story and sends viewers to its website to get answers on frequently asked questions and concerns about the disease. And New York Cares encourages volunteerism, featuring celebrities in their campaign.
“This program demonstrates EYE’s commitment to supporting community groups, charities and not-for-profit organizations. Internationally, the initiative is known as EYE Have a Heart, EYE’s global corporate responsibility and citizenship program,” said Janine Wood, EYE’s Global Marketing Director.
To help make this initiative possible, printing services were donated by EYE’s US printing partner, Venture Printing, based out of Tennessee and posting services were donated by Squeaky Clean, based out of New York.