Case study | Paradise Outdoor Advertising

A busy urban intersection full of traffic and lined with buildings is pictured; a building in the centre of the image displays a large billboard advertising TKCP and raising awareness for childhood cancer. — Paradise Outdoor Advertising are using their expertise in out-of-home billboards to improve the lives of kids with cancer.

The Kids’ Cancer Project has a great vision and without funding there would be no improvement in survival rates. Overall, The Kids’ Cancer Project would not be able to achieve their vision without funding and in turn awareness. This is where Paradise Outdoor Advertising comes in.
- Jade Kelly, Sales Support Co-ordinator, Paradise Outdoor Advertising

About Paradise Outdoor Advertising

What began as a one-man billboard operation is now one of the largest regional advertising organisations in Australia. Paradise Outdoor Advertising (POA) remains a small family business but now manages over 1,400 billboards across Queensland.

With billboards from Port Douglas and down to the Fraser Coast, Mount Isa and across to the Western Downs, POA reaches more than 2.75 million people each day.

From May through to mid-July 2021 The Kids’ Cancer Project is the lucky recipient of an advertising package from Paradise Outdoor Advertising through their Doing Good Charity Program.

Pictured is an advertisement banner from the collaboration between TKCP and POA. A yellow background is depicted with an icon of a petri dish above the word

What is the Doing Good Charity Program?

Four times a year POA partners with a carefully selected charity to provide an outdoor advertising package valued at more than $130,000. The Paradise Outdoor Advertising Doing Good Charity program is designed to raise awareness for selected charities in Queensland.

Jade Kelly, POA’s Sales Support Co-ordinator, told The Kids’ Cancer Project that previous sponsorship opportunities focused on static billboards. This limited POA to supporting one charity a year. Moving the program to digital sites has allowed them to expand this.

With the Doing Good program, we promote and create awareness for more charities and help them achieve their visions.

Why POA chose to support The Kids’ Cancer Project

POA staff voted for The Kids’ Cancer Project after reading about the charity’s work supporting childhood cancer research across Australia. Ultimately, the staff had a wide variety of reasons why they voted for the charity ranging from personal dealings with cancer to understanding the need for more funding.

Our Research Projects: University of Queensland, National Biobanking Network

Outcomes of partnership with The Kids’ Cancer Project

The charity initiative is a unique opportunity for POA to use their expertise in out-of-home advertising to improve the lives of kids diagnosed with cancer. POA’s extensive billboard network brings lasting change for affected families by helping The Kids’ Cancer Project build familiarity with Queensland audiences and encourage donations to vital kids’ cancer research.

The charity program is also a great way to engage POA employees who are involved and updated throughout the duration of the partnership. In the case of The Kids’ Cancer Project, this included opportunities to take part in webinars featuring leading children’s cancer researchers the charity funds. POA also had the opportunity to hear direct from The Kids’ Cancer Project CEO, Owen Finegan, who is a former Australian Wallaby player and motivational speaker.

Team Building Fun For POA

POA jumped aboard The Kids’ Cancer Project Pirate Day 2021. By donning their finest swashbuckling outfits for the day, the team bonded over raising money for childhood brain cancer on Friday 14 May.

It’s a great day where we can have fun, dress up and fundraise for a worthy cause.

Find out more: Pirate Day

POA and Jellyfish Marketing worked closely with The Kids’ Cancer Project to come up with two bold designs that will make a difference, highlighting the need for funding to improve current childhood cancer statistics.

Throughout the campaign period, The Kids’ Cancer Project monitored donations to the website that listed ‘out of home advertising’ as the way donors found out about the organisation. The charity will be evaluating success of the campaign when it concludes in July.

The Kids’ Cancer Project is grateful for the opportunity to reach a wider audience via POA’s Doing Good Charity Program.

Get in touch

With thanks to the support of our partners we can continue to fund vital childhood cancer research. Contact our team today to see how we can work together.