How Digital Out-of-Home Advertising Supports Social Determinants of Health
Reaching People Where Life Happens
Public health outcomes aren’t shaped only by what happens inside hospitals — they’re shaped by where people live, work, learn, and socialize. These are known as the social determinants of health (SDOH): the everyday conditions that influence wellbeing, from access to nutritious food and transportation to education and community support.
For public health agencies and organizations working to close these gaps, Digital Out-of-Home (DOOH) media offers a powerful, scalable way to reach people in the environments that matter most.
What Are the Social Determinants of Health?
The CDC defines SDOH as “the conditions in the places where people live, learn, work, and play that affect a wide range of health outcomes and risks.”
Common examples include:
Economic stability
Education access and quality
Neighborhood and built environment
Health care access and quality
Social and community context
When these factors are supported, people thrive. When they’re neglected, disparities deepen — especially in rural areas, low-income neighborhoods, and communities of color.
The Challenge: Communication Gaps in Underserved Communities
Traditional public-health outreach often relies on digital or broadcast media that fails to reach individuals who are offline, transient, or disconnected from conventional marketing channels.
A single digital banner or social ad can’t engage someone who doesn’t have reliable internet.
Radio and TV spots may miss younger audiences who stream or skip ads.
Posters inside clinics reach patients—but not necessarily the wider community that influences them.
That’s where digital out-of-home media steps in.
The Solution: DOOH as a Bridge Between Health and Place
Digital out-of-home screens — from pharmacy displays and clinic monitors to gas station networks and grocery store screens — deliver credible, contextual messaging to the people who need it most.
Key advantages include:
Localized reach: DOOH placements can be targeted by zip code, neighborhood, or venue type, ensuring messages align with the community’s needs.
High visibility: Unlike social or mobile ads, digital screens reach 100% of passersby in physical environments.
Health equity at scale: Screens in public spaces help democratize access to health information — reaching both insured and uninsured populations.
Dynamic content: Campaigns can update in real time to reflect seasonal health topics, alerts, or cultural events.
Case in Point: Using DOOH to Improve Public Health Literacy
Across the U.S., agencies and nonprofits are deploying digital community networks to educate and empower. Examples include:
988 Mental Health Campaigns that normalize help-seeking behavior across high-traffic community venues.
WIC Campaigns that promote healthy children and nutrition at grocery stores and multicultural venues.
Transportation Safety Initiatives like “Drive Sober” and “Buckle Up” campaigns that reduce injury and death rates.
By meeting people where they already are — whether filling a prescription, buying lunch, or fueling their car — DOOH transforms routine moments into teachable moments.
Measurement and Impact
Modern DOOH networks provide analytics that extend far beyond impressions.
Campaigns can measure:
Dwell time and audience exposure by venue type
Demographic reach through aggregated mobility and census data
Engagement lift through QR codes or custom URLs
Behavioral outcomes when paired with survey or program data
For public health partners, this means every dollar invested in DOOH can be tied to measurable community impact.
The Bigger Picture: Advancing Health Equity Through Media
At its core, DOOH is more than an advertising channel — it’s a public health infrastructure. By connecting messages about mental health, chronic disease prevention, and social resources to real-world locations, campaigns can:
Reduce disparities in access to information
Build trust through consistent local presence
Encourage small, daily actions that improve wellbeing
When used intentionally, digital out-of-home media becomes a bridge between communication and community — a tool for health equity in motion.
Conclusion: The Future Is Local and Digital
As public health evolves beyond clinical care, the ability to communicate where life happens will determine success. DOOH empowers agencies, nonprofits, and health systems to deliver consistent, credible, and culturally relevant messages — at scale.
At PlaceBased Media, we believe that every screen can serve a purpose — informing, educating, and inspiring healthier communities one location at a time.
