In a pioneering new venture, British commuters travelling to and from some of the biggest railway stations in the United Kingdom, will be able to tune in to on-screen broadcasts of a selection of WFP’s public service announcements.
Huge outside screens at railway stations in London, Manchester and Edinburgh, will carry footage which includes WFP’s “Horn of Africa” appeal.
While the noise generated in the hustle and bustle of a busy station at rush hour will make it difficult to hear the adverts, commuters using the increasingly popular “blue tooth” ear pieces, will be able to tune in and listen in perfect sound quality.
A higher profile for hunger
The screening of the WFP commercials has been made possible by a generous donation of time by one of Britain’s biggest outdoor advertising companies, “Titan Outdoor”, which controls everything from billboard space, to the increasingly popular Video Display Units which can be seen in major transport hubs like train stations, airports and bus stations.
Titan Outdoor says that in the space of one week, some 28 million people will walk past the screens carrying the WFP commercials. Of these, it is estimated that almost two million will stand and watch the screens for a period of time while they wait for their trains to arrive.
In recent years, as consumers begin to get information from an increasingly diverse array of media, WFP has made use of advertising space on billboards, in newspapers, on big outdoor screens as well as television and cinema as a key strategy for getting messages about hunger across to the general public.