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Healthcare communication often focuses on clinical settings, doctors’ offices, hospitals, and pharmacies. However, not everyone regularly visits these places or seeks out information on their own. This is where Out-of-Home (OOH) advertising becomes a powerful tool.
According to Statista, the OOH advertising market is estimated to reach $41.82 billion in 2025. The US is expected to generate the most revenue for the industry. Amidst digital advancements, OOH advertising is also shifting toward digital displays and data-driven campaigns.
Using public spaces to share key health messages can reach people daily. This can help fill gaps that digital or in-clinic communication may leave behind.
From subway platforms to the sides of buses, OOH advertising delivers important information to people where they live, work, and move. These visual prompts can plant seeds of awareness, encourage preventive action, and help people make informed choices.
Beyond just promoting products, these campaigns often highlight behaviors that lead to better outcomes, like getting vaccinated, attending regular screenings, and more.
Promoting Awareness to Improve Healthcare Access
One of the most effective uses of OOH advertising in healthcare is increasing public awareness about available services. This is particularly true in communities that lack consistent access to medical resources. Awareness plays a key role in reducing misinformation and stigma, especially around topics like reproductive health.
When people see posters or billboards that speak openly about contraception or STI testing, it helps normalize the conversation. Contraceptive awareness is a strong example of how OOH media can influence healthcare choices. In areas where sex education is limited or inconsistent, public messaging becomes even more important.
Increasing awareness also contributes to a reduction in unintended pregnancies. Unintended pregnancies have declined from 43.3% in 2010 to 41.6% in 2019 in the US, thanks to the awareness. When people know their options, they are more likely to use contraception that fits their lifestyle and needs.
Options include daily oral contraceptives, implants, IUDs, condoms, and injectables like Depo-Provera. Each method has its own benefits and potential side effects, so access to accurate, unbiased information is important.
Depo-Provera injections, for instance, offer a long-acting solution that appeals to many people who prefer not to manage a daily pill. However, like all medications, they are not without risks. According to TorHoerman Law, some users have reported side effects ranging from bone density loss to brain tumors.
As more people developed brain tumors due to Depo Provera, lawsuits started emerging against the manufacturer. Through a Depo-Provera lawsuit, plaintiffs are raising questions about the health consequences. This is where OOH advertising can contribute meaningfully by informing people about contraceptive methods and their side effects.
How can OOH ads support people with limited health literacy?
OOH ads can be designed with simple language, precise visuals, and familiar references, making them accessible to those with limited health literacy. When paired with symbols or images, even people who struggle with reading can grasp essential health messages and take action confidently.
Building Trust Through Visibility
Healthcare systems can often feel distant, especially in underserved areas. Out-of-home advertising creates a sense of presence and consistency that builds trust over time. When people see health-related messages in familiar places, it reinforces the idea that help is available and accessible.
Culturally sensitive and locally relevant campaigns tend to perform better because they speak directly to the community’s needs. Language also matters. OOH messages written in plain, relatable terms have more impact than those filled with jargon.
A billboard that says, “Worried about your health? Talk to someone today,” may resonate more deeply than a complicated explanation of services. Simplicity, repetition, and visibility combine to make public health information stick.
This can also help you go viral on social media without spending extra money. As an eMarketer article states, if you can get people talking about your OOH campaigns, they will take a photo and upload it. This can also give you exposure on social media and help create more organic impressions.
Reaching Underserved Populations Through Mobile Campaigns
Mobile billboards and transit ads are especially effective in areas where traditional healthcare marketing doesn’t always reach. Rural towns, low-income neighborhoods, and immigrant communities face barriers such as limited healthcare facilities, fewer providers, and language differences.
OOH advertising brings essential messages directly to these neighborhoods, allowing campaigns to bypass some of the common obstacles tied to access. When combined with artificial intelligence (AI), mobile billboards can show different ads based on factors such as:
- Time of the day
- Audience demographics
- Traffic patterns
- Location, etc.
This can help grab the right people’s attention at the right time.
Suppose there’s a truck carrying a billboard about free diabetes screenings parked near a community center. The truck may catch the eye of someone who doesn’t regularly visit a doctor but has been experiencing symptoms. It’s a passive interaction with the potential to lead to life-changing action. These campaigns also help reduce the gap between awareness and action by meeting people where they already are.
What are some challenges in bringing mobile OOH campaigns to rural areas?
In rural regions, fewer high-traffic zones and longer travel distances can reduce exposure. Additionally, logistical hurdles such as limited billboard space or seasonal weather issues can impact reach. Despite this, mobile units like trucks can still deliver focused campaigns to centralized gathering points like markets or community fairs.
Supporting Mental Health Awareness in Public Spaces
Mental health has become a growing focus in public health efforts, and OOH media has shifted the conversation. According to the World Health Organization (WHO), around 1 billion people worldwide suffer from mental health problems. In the Eastern Mediterranean region, the number of people suffering from these conditions is estimated to be around 14.7%. It is the second highest among all WHO regions.
Campaigns that encourage people to seek help for anxiety, depression, or burnout can reduce feelings of isolation. Seeing phrases like “You’re not alone” in everyday spaces helps normalize the idea of mental health treatment.
When such messages are consistent and compassionate, they can reduce stigma and make people more open to talking about their struggles. This approach is constructive among teens and young adults who often face pressure to hide emotional difficulties. OOH placements near schools, campuses, or youth centers can act as quiet invitations to seek support.
How can OOH campaigns make mental health services more approachable for men?
OOH campaigns can help reduce stigma among men by using neutral or strength-based language, such as “It’s strong to speak up.” These messages, especially when featured in gyms, barbershops, or sports arenas, create comfort around seeking mental health support.
Making Healthcare Feel Closer to Home
The journey toward better healthcare outcomes begins with access to information, resources, and care. Out-of-home advertising plays a part in all three. It supports early awareness, reduces stigma, and connects people to services they might not otherwise find. Public-facing campaigns can quietly shape healthier choices, whether it’s about contraception, mental health, chronic disease, or preventive screenings.
While not every billboard will lead to immediate action, the cumulative effect of seeing health-focused messages can make making informed decisions easier. In that way, OOH advertising doesn’t just support healthcare; it helps make it a visible and everyday part of people’s lives.
