The initiative highlighted how digital billboards can drive real social impact.
Big Tree Outdoor recently joined industry leaders in a collaborative initiative that shows how digital billboards can drive real social impact The initiative, called Connecting Changemakers, brought together media companies, tech partners, and creative platforms to demonstrate how Digital Out-of-Home advertising can amplify community causes and meaningful messages across Malaysia.
As a key media owner supporting the project, Big Tree Outdoor contributed complimentary Public Service Announcement airtime across its digital screens, helping community-focused messages reach audiences in high-traffic urban areas. In total, more than 60 digital screens nationwide went live simultaneously through contributions from eight media partners, significantly boosting visibility for charitable and social initiatives. Big Tree Outdoor's participation highlighted the important role media owners play in advancing social good through shared responsibility and collaboration, especially in today's data-driven advertising landscape.Perion drove programmatic DOOH integration and measurable outcomesAdzymic delivered dynamic creative technology and interactive contentUnlike typical industry showcases, Connecting Changemakers was designed as a collective effort, with media owners donating airtime to support social causes — proving that advertising can mobilise awareness, resources, and positive change, not just sell products. The initiative also highlighted how DOOH fits into an omnichannel strategy, complementing social, mobile, and digital platforms to deliver both scale and relevance.Once known mainly for mass awareness, Out-of-Home advertising has evolved into a dynamic digital screen that works alongside social media and programmatic campaigns By integrating DOOH with social amplification, creative technology, and dynamic content, Connecting Changemakers demonstrated how brands and organisations can extend reach, engage audiences, and create measurable impact both online and offline. Connecting Changemakers is expected to evolve into a recurring industry movement, encouraging more companies to contribute their expertise, technology, and inventory to uplift communities and inspire positive change across the region.Read the full storyRead the full storyRead the full story20,000 Harmful Social Media Posts Removed In First 15 Days Of 2026 — Teo Nie Ching
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