LUMO Digital Outdoor and Canva have teamed up to launch the Billboards For Good initiative.
The partnership will see the companies supply New Zealand-based charities with free creative support and an outdoor awareness campaign.
The Canva design team will supply creative and design support and LUMO has provided inventory across LED screens in Auckland, Tauranga, Hamilton, Christchurch and Wellington.
Billboards for Good will begin at the end of February starting with Voices of Hope, a charity breaking the stigma around mental illness to decrease suicide rates, the first to benefit from the partnership.
The partnership is the latest initiative from LUMO Digital Outdoor, having supported over 30 charities over the last 12 months and promoted messages of awareness and fundraising drives across their nationwide network of 41 screens.
Hamish Smith, chief marketing officer at LUMO said he hopes this initiative inspires others in the ad industry to use the power of media for good by making the important work of not-for-profit organisations more visible.
“We are approached on an almost daily basis by charities and non-for-profits at LUMO. Through our own recent charity initiatives we’ve come to realise how valuable and powerful billboards are when it comes to making a difference. These organisations are often understaffed and lack resources; as such they struggle to deliver great creative to make these campaigns effective,” he said.
“So, it was only natural Canva got on board to help these groups deliver great creative and get in front of wider audiences. For us it’s about being able to help raise awareness and provide support to the community how we can, and this partnership gives us another opportunity to do that,” he added.
The partnership between the outdoor media company and global visual communications platform kicks off in New Zealand, and both companies are hoping to expand internationally in the future.
Robyn King, head of social impact at Canva said: “We’re excited to partner with LUMO to support some amazing, yet under-resourced, local non-profits by leveraging Canva’s unique design skills to create campaign assets for the Billboards for Good initiative. One of Canva’s guiding values is ‘to be a force for good’ and we hope this is the first of many collaborations to help shine a light on a range of worthy causes and amplify the impact of nonprofits.”
Genevieve Mora, Co-Founder and General Manager of Voices of Hope, added: “We know that the work we do at Voices of Hope impacts many and to be able to reach even more people with the support of Lumo and Canva is incredible. We are very grateful for this opportunity and excited to see the impact it has on Kiwis. Mental health is something we all have and we hope these messages remind people that the world is better with them in it.”
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Bottom image: Hamish Smith