OOH advertising in favelas must be adapted to the social and cultural context
Out-of-home media is not only growing in the upscale circuits of cities. The ravines attract more and more brands interested in getting closer to the 17.9 million residents of the 13,151 communities mapped across Brazil in the Data Favela 2023 survey, which generate an estimated income of R$200 billion. Media investment accompanies expansion. It may have already exceeded R$50 million.
“OOH advertising in favelas must be adapted to the social and cultural context, respecting the values, habits and reality of the people who live in these places”, warns Carlos Santana, CEO of Grupo Mídia 10 Propaganda, founded in 2012. The executive warns against the need to ensure respectful and inclusive communication and avoid visual pollution to boost sustainable development in the peripheries.
Brands should plan OOH campaigns in peripheral communities with a focus sensitive to the local environment. Avoiding visual pollution involves the conscious use of spaces, limiting the number of advertisements in the same area and ensuring that signs are visually pleasing and well integrated into the setting.
Furthermore, it is essential to obtain the consent of residents and small businesses to install the signs, offering a fair financial return. “Our installations are carefully planned so as not to overload the facades of houses or businesses and maintain the aesthetics of the place, avoiding saturating the environment with excessive advertising”, explains Santana.
Read the full article in the edition of propmark October 21, 2024
