Industry Leaders Unite Media, Technology and Community to Drive Social Impact Through DOOH

Connecting Changemakers, a purpose-driven collaborative initiative led by key industry players including Adzymic, Hepmil Malaysia and Perion, supported by the Out-of-Home Advertising Association of Malaysia (OAAM), successfully brought together media owners, technology innovators, creative partners, and community advocates to demonstrate how Digital Out-of-Home (DOOH) advertising can be a powerful force for meaningful social change.

The initiative showcased how Out-of-Home; traditionally known as a mass-awareness medium has rapidly evolved into a dynamic, data-enabled digital screen that complements social media and programmatic digital campaigns. By integrating DOOH with social amplification, creative technology, and dynamic content execution, the campaign illustrated how brands and organisations can extend reach, drive engagement, and create measurable community impact across both physical and digital environments.

Out-of-Home remains the only traditional media channel that continues to experience consistent growth, and today it has evolved into the next major digital screen in the advertising ecosystem. When combined with social amplification and dynamic creative execution, it serves as a powerful amplifier of both commercial objectives and community impact. The initiative demonstrates that media can extend beyond selling products or services; it can also serve society by mobilising awareness, resources, and positive change.

Unlike conventional advertising showcases, Connecting Changemakers was designed as a collective industry effort where multiple media owners contributed advertising airtime to support charitable and community causes. The collaboration highlighted the advertising ecosystem’s ability not only to influence consumer behaviour, but also to unite stakeholders in delivering meaningful societal contributions.

Each collaborating partner played a distinct role in bringing the initiative to life. Perion drove programmatic DOOH innovation and omnichannel integration to amplify reach and measurable outcomes. Hepmil Malaysia extended campaign storytelling through social entertainment platforms and youth-centric digital communities. Adzymic delivered high-impact outdoor advertising, contextualizing messages and adapting creatives at scale through automation. OAAM provided industry alignment and mobilised media owner participation to support charitable airtime contributions.

A key pillar of the initiative was the generous contribution of complimentary Public Service Announcement (PSA) airtime by eight OAAM media partners; Big Tree Outdoor, HypView Media, Laguna, PowerScreen, Seni Jaya, Spectrum Outdoor, WOW Media, and ZOOMER Media enabling more than 100 digital screens nationwide to go live simultaneously, delivering over 50 million impressions across 2 weeks in support of the community message. This collective effort significantly amplified visibility across high-traffic urban locations and demonstrated how unified industry participation can translate into tangible social impact. Their participation underscored the powerful role media owners play in advancing social good through shared responsibility and collaboration.

Key highlights of the initiative included industry-wide collaboration among media owners, agencies, and technology partners; digital amplification through the integration of DOOH with social and dynamic content solutions; sponsored airtime placements dedicated to charitable organisations and social initiatives; and live demonstrations of how programmatic DOOH enables flexibility, personalisation, and measurable outcomes in modern campaigns.

The campaign also underscored the growing relevance of DOOH as part of an omnichannel strategy, complementing social, mobile, and digital platforms rather than competing with them. This synergy enables organisations to achieve both scale and contextual relevance, transforming public digital screens into meaningful communication touchpoints that bridge commercial intent with community purpose.

Connecting Changemakers aspires to evolve into a recurring industry movement, encouraging more stakeholders to contribute their expertise, inventory, creativity, and technology toward initiatives that uplift communities and inspire positive change across the region.