Audience recognition and WiFi drive responsive DOOH campaign to inspire the next generation of female leaders

The Female Lead, a non-profit campaign to make women’s stories more visible has launched a digital out-of-home campaign across the UK using sixty digital screens in partnership with Ocean Outdoor. The outdoor campaign, aimed at igniting self-belief and ambition in young women, features 60 powerful images of inspirational women who are at the forefront of their field of endeavor and are featured in The Female Lead, a collections of interviews by Edwina Dunn, a data-science entrepreneur.
Each interview is illustrated with original photography by world-renowned photographer, Brigitte Lacombe.  Using audience recognition technology, Ocean’s digital screens will serve specifically tailored messages whenever groups of young adult females or adult females are within the vicinity of the screens which are located in nine UK cities.
The Female Lead is also sponsoring Ocean’s wifi network to encourage people to log onto the website and ask to donate a copy of the book to their nominated school. The out-of-home campaign is supported with social media using the hashtag #SHESMYINSPIRATION together with an invitation UK launch event at the Science Museum in London.
Announcing the media partnership, The Female Lead campaign founder Edwina Dunn said: “We hope our book and teaching resource can open up more inclusive conversations about ambition in the classroom, so more young people are inspired and enabled to think positively about their future. Being given the chance to begin that dialogue with 58,413,149 million people directly and immediately through the Ocean network today is equaled by the incredible canvas their screens offer us to showcase our 60 female leads.”
Among the 60 women featured in The Female Lead book are politicians and artists, journalists and teachers, engineers and campaigners, firefighters and film stars. Some have led their profession, some have broken new ground for women and some have inspired change through relentless endeavour. Each of the 60 women tells the story of their personal and professional journey in their own words with interviews undertaken by esteemed journalists, Hester Lacey, Rosanna Greenstreet and Geraldine Bedell. Each woman featured in The Female Lead also has an accompanying video interview by Marian Lacombe.
“Every young woman should have a role model in their lives to draw positive inspiration from. That’s particularly so in my field of engineering and design. To be able to play a part in this launch campaign reflects Ocean’s belief in the value of diversity and opportunity for all.,” said Catherine Morgan, Head of Ocean Labs.
Via: Screen Media Daily