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Pro-bono partnership helps share Covid-19 messages via digital screens

The Capitol and SCM partnership will utilise SCM’s Citypost platform to help public health officials conduct outreach about testing sites and deliver other real-time information related to the pandemic.

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Data from Smart City Media's Citypost will guide the location of the advertisements
Data from Smart City Media's Citypost will guide the location of the advertisements

Capitol Outdoor (Capitol) and Smart City Media (SCM) have announced a deal to share “timely, relevant messages” about the Covid-19 crisis using their out-of-home advertising networks.

 

The Capitol and SCM partnership will utilise SCM’s Citypost platform to help public health officials conduct outreach about testing sites and deliver other real-time information related to the pandemic. The arrangement will be at no cost to local and national public health agencies.

 

Emerge stronger

 

“We want to use out-of-home media in the most powerful and positive way possible, and this partnership does that,” said Chris Tavlarides, president, Capitol. “We want people to remember this time as a moment when we all came together, and we want our communities to emerge stronger because of how we communicated and how we cared for each other.”

 

Starting in Baltimore and the District of Columbia, Capitol will deploy its large format digital billboards to display hyperlocal locations where coronavirus test kits are available. Data from Citypost will guide the location of the advertisements. Similarly, SCM used Citypost to begin broadcasting CDC and local community alerts last weekend through its network in Dallas, Kansas City, Jersey City and Greensboro.

 

“Our immediate placement priorities will follow public health specialists who say we need a huge expansion of testing and intensive preparations so that hospitals can function effectively as infections soar.”

 

According to the partners, the Citypost platform solves three of the most important issues in any public health crisis: how to inform the public about critical aspects of the crisis; how to facilitate testing and diagnosis; and how to get care to those who need it (both face-to-face and virtual).

 

Both Capitol and SCM said they are also committed to highlighting and addressing additional community needs, including food programmes, local resources targeted to the elderly, and health services for the underserved.

 

“Outdoor media should be purpose-driven and impactful. We are lucky to have a partner in Capitol Outdoor that shares that vision, while understanding that digital media can help solve the communication challenges that come along with the coronavirus crisis,” added Tom Touchet, CEO of SCM.

 

“Our immediate placement priorities will follow public health specialists who say we need a huge expansion of testing and intensive preparations so that hospitals can function effectively as infections soar," he said.

 

Controlling the crisis

 

“Services like Citypost are invaluable to controlling the crisis and preventing the spread of the disease. Effective communication saves lives, eases hospital system stress, and helps stop the outbreak from getting worse,” continued Pete Celano, director of consumer health initiatives for Medstar Hospitals.

 

SCM and Capitol also announced that, on an ongoing basis, SCM will power content generation for Capitol through its Citypost platform. Capitol Outdoor will drive brand engagement and national advertisement sales for SCM.

 

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