Aptly Named @StormDOOH, Triggers ActionAid Rain Advert
Adrian J Cotterill, Editor-in-Chief
A rain-triggered advert, launched by international development charity ActionAid, is disrupting the iconic Piccadilly Circus screens this week to highlight the devastating impact climate change (allegedly) is having on the women and children of Bangladesh.
Real-time meteorological data is captured at a nearby MET Office weather station, and fed into a content management platform used to control display on Clear Channel’s advertising screen at Piccadilly Circus, which is part of their premium digital brand, Storm. When the system registers rainfall in the local area, it triggers a reaction in the software, prompting the ActionAid advert to be displayed on Storm’s One Piccadilly screen at the famous London location. Once rainfall is detected, the existing ad schedule is disrupted to reveal a tailored message depending on specific level of precipitation – drizzle, light rain or heavy rain.
The striking advert was developed with pro-bono support from communications consultancy, Weber Shandwick and uses advertising space donated by Out of Home media owner, Clear Channel. It will run for a week from the 24th November appearing every time it rains.
The strapline ‘Help us stop childhoods washing away’ will appear alongside images of children’s toys lost in climate disasters, to highlight the saddening reality of childhoods being washed away by climate change.
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