LADbible Group Out-of-Home campaign uses the power of the public screen to champion everyday heroes

LADbible Group, the world’s biggest social publisher and content creator, has launched a new Digital Out-of-Home campaign. 

The campaign is produced by award-winning creative studio Uncommon and features a series of striking images which will run for four weeks across high-impact JCDecaux UK Digital Out-of-Home roadside and rail channel locations in London and Manchester, celebrating the evolving narrative of what it means to be a ‘LAD’. 

The campaign uses the power of the public screen to bring to life the everyday heroes championed by LADbible Group across its digital content.

It features powerful visuals of inspiring individuals including:
•    British Olympian skateboarder Sky Brown, who has been followed by LADbible since she was nine years old; 
•    Patrick Hutchinson, who shot to fame when he was photographed carrying an injured counter-protestor to safety during a central London Black Lives Matter demonstration in 2020;
•    World record holding athlete, wrestler Zion Clarke, born with no legs as a result of Caudal Regression Syndrome;
•    Australian bushfire hero Patrick Boyle, who risked his own safety to save koalas

LADbible’s audience is 50% female, so by leveraging Digital Out-of-Home’s ability to reach everyone, the campaign aims to shine a light on the diversity of the publisher’s audience and content, and how it has changed the narrative of what a ‘LAD’ can be in 2021.