Conceived by BBDO Bangkok for Thailand-based DIY store HomePro, The Other Side campaign shelters poor people in Thailand after the roadside advertisements serve their commercial use.
The Other Side refers to the other of the billboards that aren't being used for advertisements, as they have been designed to be furnished as they get used to build homes for families.
People in Thailand already have been using billboards to protect themselves from cold and rain. The philanthropic campaign helps these families build more sturdy and pleasant homes to live in while providing bare necessities that essentially get funded by the companies who contract the billboards.
The campaign offers efficient solutions for people's housing problems with low-cost funding. It is a fantastic idea that is novel and admirable.
Sheltering Charity Billboards
The Other Side Campaign Creates Shelter for the Poor from Billboards
Trend Themes
1. Philanthropic Billboard Initiatives - The growing trend of using billboards to help provide shelter for the homeless is a disruptive innovation opportunity for companies looking to combine social impact with outdoor advertising.
2. Utilizing Unused Advertising Space - The trend of repurposing unused billboard space for social good presents an opportunity for companies to maximize the impact of their advertising campaigns while making a positive difference in their communities.
3. Low-cost Housing Solutions - The rising trend of building low-cost, innovative housing solutions not only addresses the housing crisis but also creates opportunities for companies to develop affordable building materials and construction methods.
Industry Implications
1. Outdoor Advertising - The outdoor advertising industry can embrace the trend of sheltering charity billboards by partnering with non-profit organizations and implementing socially responsible campaigns that benefit both the community and the brand.
2. Construction - The construction industry can leverage the trend of utilizing unused advertising space to create low-cost housing solutions, offering their expertise in building and design to help transform billboards into functional and comfortable shelters.
3. Non-profit Organizations - Non-profit organizations can explore partnerships with companies in the billboard advertising industry to develop philanthropic campaigns that provide shelter for the homeless, creating a win-win situation for both the organizations and the communities they serve.