One Economy Foundation: Empowering Change Through Social Issues OOH Campaign
Client: One Economy Foundation Industry: Non-Profit and Social Advocacy Campaign Focus: Public Engagement on Social Issues Campaign Period: November 2023 Media Partner: HEKAMIOUTDOOR Format: Mobile Billboard Out-of-Home (OOH)
Background In November 2023, the One Economy Foundation, under the leadership of Madam Monica Geingos, First Lady of the Republic of Namibia, partnered with HEKAMIOUTDOOR to launch a powerful Out-of-Home campaign aimed at sparking national conversations on social justice, civic participation, and community resilience.
Company Objectives • Raise awareness around pressing social challenges affecting Namibian communities. • Inspire individual and collective action for positive social change. • Leverage strategically selected high-traffic zones to reach underrepresented voices. • Reinforce the One Economy Foundation’s role as a catalyst for community-driven transformation.
Executive Strategy The campaign deployed mobile billboards in high-impact environments, such as: • Taxi and bus ranks – key transportation hubs with daily footfall. • Church vicinities – spaces of trust and communal reflection. • Popular social events and gathering venues – encouraging informal engagement. The creative design featured bold visuals and concise calls to action, rooted in themes of responsibility, inclusion, and hope. With 24-hour visibility and mobility, these “moving messages” amplified the reach and emotional resonance of the Foundation’s message.
Impact Highlights 1. Wide Demographic Reach: Messages delivered in everyday spaces, meeting people where they are. 2. Community Upliftment: Campaign stimulated meaningful discussions on social well-being and empowerment. 3. Strong Brand Alignment: Reinforced the Foundation’s mission to close inequality gaps and promote shared prosperity. 4. Visibility with Purpose: Billboards doubled as educational tools and symbols of civic solidarity.
Conclusion By harnessing the reach and relatability of mobile billboards, the One Economy Foundation has successfully transformed passive messaging into active community engagement. This campaign affirms that Out-of-Home media, when used purposefully, can serve as a powerful tool for social impact — mobilising everyday citizens to be part of lasting change.