Becoming a National Public Service Partner

The outdoor advertising industry has a proud tradition of public service, dating back before World War I. The industry donates over $400 million in space and production every year.

Individual companies engage in extensive public service efforts in their local markets. Local non-profits and charities should use the OAAA Find a Member tool to identify local outdoor advertising companies from which they can request assistance.

OAAA designates a select number of non-profits as National Public Service Partners. These Partners receive substantial operational and promotional support from OAAA, as well as placement in a wide variety of large, medium, and small markets. OAAA provides assistance with creating the campaign, finding a printer, designing a solicitation, promotion to OAAA members, and public relations post-campaign launch.

OAAA National Public Service Partner campaigns are made available to all OAAA members.

To be eligible as a National Public Service Partner, organizations must meet the following criteria:

Non-profit; charitable or civic in nature.
Spending no money for advertising time or space in any competing medium.
Communicating a message which is not commercial, political, or editorial in nature.
Promoting a campaign with a national footprint.

National Public Service Partners receive pro bono advertising on a “space available” basis. This means a public service campaign will receive wide placement across a market, often for longer than a traditional media buy. Average return on investment in terms of advertising value for a National Public Service Partner is approximately 20:1. While the space is provided pro bono, National Public Service Partners are required to pay for the production of the campaign materials (such as vinyl bulletins, single sheet posters, and bus shelter posters). Upon request, OAAA will attempt to match Partners with printers willing to provide their services at a significantly discounted rate.

Paying a portion of posting fees is not required for OAAA Partner campaigns. However, budgeting for posting fees greatly increases the potential reach and frequency of the campaign.

National Public Service Partner campaigns are intended to run on traditional static billboards and other traditional out of home display formats, including bus shelters, mall kiosks, taxi tops, and transit space.

Campaign Selection Process

To be considered as a National Public Service Partner, the following items and questions must be provided and answered in an electronic or mail submission to OAAA. Materials will not be returned.

1. What is the focus of this campaign?

It should be focused on an issue of real concern in the community, for example: crime prevention, children, health, or the environment.

2. What is newsworthy about this campaign or organization?
3. Provide examples of the creative executions.

Creative may be presented as concepts. OAAA Creative Committee members will often offer suggestions to improve sponsored campaigns.

4. List local "partners" who will become involved in the campaign.

5. Provide contact information for campaign participants.
6. Provide information about the budget available for production, posting fees, and/or shipping.

7. Provide a preferred time frame for the campaign.
8. Identify any specific cities the campaign is trying to target.

Packets should be emailed to jgolimowski@oaaa.org or sent to the following address:

OAAA
ATTN: Jeff Golimowski
1850 M Street, NW
Suite 1040
Washington, DC 20036

For additional questions about becoming an OAAA National Public Service Partner, contact Jeff Golimowski (jgolimowski@oaaa.org) at (202) 833-5566.