A wall mural has been created to promote various local clinics, such as Mathew Goniwe Clinic, and reduce service pressure on the Khayelitsha District Hospital by diverting people to other primary health care facilities.
The motivation behind the Western Cape Government’s three-month OOH campaign is to reduce the hospital waiting period, thereby providing a better service to the residents in the area.
Warren Weiner, owner of New Wave Outdoor Media, says, "In addition to the impact, OOH affords the Western Cape Government the opportunity to strategically target the public in the area."
"For example, within Khayalitsha, certain areas are considered to be a priority for this message, and OOH provides the opportunity to achieve this communication while avoiding wastage," adds Weiner.
According to the Western Cape Government, the hospital had reported that a significant portion of the people who prefer going to the hospital don't have life-threatening health problems, and therefore alternative healthcare facilities could assist them. The OOH campaigns aim to help communicate this message in an effective manner.
The Western Cape Government says its choice of using an OOH campaign to share a powerful message is a positive indicator of the importance and future success of the medium.
For more information, visit www.westerncape.gov.za.