OMA and RSL to Roll Out National ANZAC Day OOH Campaign

Why It Matters

The campaign leverages the country’s largest OOH network to amplify veteran remembrance, strengthening community engagement while showcasing the media industry’s commitment to purpose‑driven advertising.

Key Takeaways

• OMA and RSL launch seventh annual ANZAC Day OOH campaign.
• Campaign runs April 13‑25 on billboards, transit, shopping centres.
• Over $35.5 million AUD (≈$23 million USD) contributed since 2020.
• Coalition includes JCDecaux, oOh!media, QMS, Val Morgan Outdoor.
• Message “The ANZAC spirit lives here” encourages nationwide reflection.

Pulse Analysis

ANZAC Day remains one of Australia’s most solemn national observances, commemorating the Gallipoli landing and honoring over 1.5 million service members. In recent years, out‑of‑home advertising has emerged as a powerful conduit for public‑spirit messaging, reaching commuters and shoppers where they gather. By placing the tribute on high‑traffic billboards and transit corridors, OMA and the RSL ensure the remembrance narrative penetrates daily routines, reinforcing collective memory without relying on traditional media channels.

The renewed OMA‑RSL partnership underscores a broader industry shift toward socially responsible campaigns. Backed by a coalition that includes JCDecaux, oOh!media, QMS and Val Morgan Outdoor, the initiative pools resources that have delivered roughly $23 million USD in advertising value since 2020. This financial commitment not only amplifies the campaign’s reach but also signals to advertisers that purpose‑driven placements can coexist with commercial objectives. The blend of digital and static formats maximises flexibility, allowing real‑time updates and localized messaging while preserving the gravitas of the ANZAC narrative.

From a business perspective, the campaign offers brands an avenue to align with national heritage, enhancing corporate reputation and fostering goodwill among consumers who value community involvement. As OOH continues to grow in measurement sophistication, campaigns like this provide measurable impact on brand sentiment and audience engagement. Looking ahead, the success of the ANZAC Day rollout could inspire similar collaborations for other commemorative events, cementing OOH’s role as a strategic platform for purpose‑centric communication.