Ocean Outdoor London


Every day two tradespeople working in the UK construction industry take their own lives, a suicide rate three times higher than the national average.

To raise awareness about a hidden problem, Toolstation and krow Group created a live text outdoor ad campaign offering tradespeople immediate support to help overcome their worries and mental health concerns.

The World’s Most Supportive Poster was a winner in Ocean Outdoor’s annual digital creative competition which fosters and supports bold, original ideas in digital out of home (DOOH).

The campaign is running for seven days on Ocean’s large scale Liverpool Media Wall which is positioned directly opposite busy Lime Street Station, capturing construction workers as they arrive in the city for work.

It forms part of Toolstation’s association with the Lighthouse Club charity and means tradespeople can privately live chat with a trained expert from the charity. The activation gives them the opportunity to get instant, confidential expert advice on the topics that affect them, like money worries, work life imbalance, insomnia or alcoholism.

Rotating copy captures the sentiment that Talking Helps, allowing people to connect to the poster by scanning a QR code to text live to an expert within five minutes.

Although the conversations remain completely private, the Liverpool Media Wall is displaying what’s on the minds of local tradespeople. This level of visibility will help end the stigma around talking about mental health within the industry.

Receipts from Toolstation branches in the surrounding Liverpool area also include a free 24/7 number for the Construction Industry Helpline which is managed and funded by the Lighthouse Club.

Bill Hill, CEO of Lighthouse Club, articulates the impact - “It is so important that we get the message of support to the “boots on the ground” that we are there for them 24/7. If our workforce don’t know we are there for them we simply can't help them in crisis. I am convinced that partnering with Toolstation and using the medium of outdoor advertising will make a significant impact and ultimately save lives.”


Project featured: on 23rd May 2022 Contributor:

Ocean Outdoor has been a Contributor since 25th November 2015.

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The World’s Most Supportive Poster