Bauer Media Outdoor is leveraging the power of its digital street screens to support Samusocial.brussels through an innovative and purpose-driven DOOH campaign, running until 26 January. Displayed on Adshel Live screens across Brussels since Christmas, this activation aims to raise public awareness of child poverty and encourage real-time donations through a smart, creative and contextual setup. For more info, watch the video below.

A weather-responsive DOOH campaign

Through Platform for Good, its initiative dedicated to social impact, Bauer Media Outdoor is making part of its digital street inventory in Brussels available to support Samusocial.brussels. Built around a deliberately impactful key visual created by Agence Bonjour, the campaign harnesses advanced Dynamic Creative Optimization (DCO) capabilities to automatically adapt the messages displayed to the urban environment and local weather conditions. When it rains or snows, the creative adjusts accordingly, reinforcing the message’s relevance to the real-world surroundings. This contextual adaptation ensures communication that remains timely, meaningful and closely connected to the lived experience of Brussels residents.

An innovative setup: real-time donations displayed on screen

In addition to weather-based adaptations, the screens show the number of donations already made, updated in real time. This transparent and collective encouragement mechanism creates a positive momentum, strengthening the credibility of the call for donations and motivating more passers-by to take part. Each creative execution includes a QR code directly linked to the Samusocial.brussels funds platform, allowing people to turn the emotion sparked by the message into concrete action in just a few seconds.

“DOOH truly comes into its own when it interacts with its environment. Thanks to DCO and weather triggers, we deliver the right message, at the right time, in the right context, creating a dynamic form of communication that evolves alongside public engagement and strengthens the desire to participate,” explains Edouard Mombaerts, DOOH Programmatic Lead, Bauer Media Outdoor Belgium.

Through this Platform for Good activation, Bauer Media Outdoor demonstrates how digital screens, combined with data and dynamic creativity, can become powerful drivers of civic engagement and significantly amplify the impact of solidarity campaigns in public spaces.

The campaign is the result of a collaboration between Samusocial.brussels, Agence Bonjour and Bauer Media Outdoor.

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