Charitable Campaigns Get @BroadSign’s SIGNificance

Gail Chiasson, North American Editor

BroadSign International LLC, Montreal-based global provider of cloud-based digital signage software, is making customer access to charitable content easier with its addition of SIGNificance to the digital signage industry.

Former Montreal Canadiens defenceman, Patrice Brisebois, at the 2014 Hockey de Rue: Together for the Kids tournament

Former Montreal Canadiens defenceman, Patrice Brisebois, at the 2014 Hockey de Rue: Together for the Kids tournament

BroadSign SIGNificance currently supports the Montreal-based company’s local community and those accessed through its international footprint by partnering with philanthropic organizations and agencies. With SIGNificance. content designed by agencies specifically for DOOH media is easily accessed by networks and integrated into their campaign schedules, bringing attention to important causes on the same screens that generate targeted and valuable impressions for paying advertisers.

“It’s common practice for traditional media to allocate space to non-profit and humanitarian organizations through the use of PSAs,” says Skip Beloff, vice- president of sales at BroadSign. “With the growth of digital out-of-home and its establishment as a respectable medium that truly enhances its surroundings, digital signage brings impactful possibilities to charitable campaigns that aren’t available through other media.”

BroadSign SIGNificance (without that name) actually grew its roots four years ago, when Beloff asked digital out-of-home networks to donate airtime to promote Hockey de Rue: Together for the Kids, a local charity supporting the Montréal Canadiens Children’s Foundation and the YM-YWHA. This year, prominent Canadian networks and BroadSign customers such as Cineplex and Groupe Viva are lending their displays to support that cause. A team of BroadSign employees will also contribute by competing in the ball hockey tournament on May 31.

From a global perspective, partners such as Atlanta-based Agency 672 and the PVBLIC Foundation provide networks with timely and quality content, such as the White House-supported and celebrity-endorsed ‘It’s On Us’ campaign.

“At the PVBLIC Foundation, we believe that media is the new currency for social impact,” says Daniel Wilkins, executive director/media at the PVBLIC Foundation. “BroadSign understands this well and we are extremely happy they have partnered with us to continue to drive social impact globally through the use of media.”

“We don’t provide the content,” says Stephanie Gutnik, marketing and business development at BroadSign. “Our role is to help the networks and charities work together; to help set out terms and conditions; the timing of the campaign; and above all, to get the right people together.

“Right now we have local and US charitable campaigns. The next step is to interest European networks involved.”

Network operators interested in joining BroadSign SIGNificance and international organizations wishing to act as content providers are invited to sign up here.

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