Clear Channel Outdoor and OUTFRONT Media are running digital out-of-home creative for the Million Mammograms Challenge throughout October, marking Breast Cancer Awareness Month. The companies say the campaign appears across thousands of digital billboards nationwide, giving a cause-driven initiative national reach through two of the largest outdoor media networks in the US.

The Million Mammograms Challenge was started in October 2024 by advertising tech executive Mindie Kaplan, who according to the companies' announcement launched the initiative after sharing an image of herself, taken by photographer Tom Kubik, six months after her double mastectomy. The post drew a large response on her personal Instagram, which led her to challenge followers to post their mammogram dates and encourage others to schedule overdue exams. The campaign's slogan is "Cancer Isn't the Star of My Story," and its stated goal is to help drive one million mammograms by 2028. It benefits the Cancer Research & Treatment Fund.

For DOOH operators and network owners, this is another example of cause marketing being used to fill digital billboard inventory and generate press around a media owner's brand, separate from paid advertising revenue. Clear Channel Outdoor's EVP and CMO Dan Levi said the partnership reflects "the industry's commitment to leveraging the reach and scale of our networks for good." OUTFRONT's Chief Marketing Officer Stacy Minero said the companies are "using the scale of our networks to raise awareness, encourage early detection, and inspire people to take action."

The announcement does not specify how many screens or markets are involved, how the creative is scheduled against paid inventory, or whether the placements are fully donated airtime or a mix of donated and purchased space. It also does not name specific measurement or outcomes data tied to the campaign, such as mammogram scheduling numbers linked directly to the OOH placements. Readers wanting to gauge the campaign's reach will need to look for follow-up reporting or data from Million Mammograms, Clear Channel Outdoor, or OUTFRONT.

For operators running their own networks, the campaign is a reminder that public health and awareness causes remain a recurring category for pro bono or discounted DOOH placements, particularly around recognized awareness months. It also shows two competing outdoor media companies, which normally compete for advertiser budgets, co-promoting the same charitable campaign simultaneously, a move that extends the reach of the message beyond what either network could offer alone.

No details were given on creative specifications, display types, or whether the campaign extends to indoor digital signage or only outdoor billboards. The companies describe the placement as running "across digital out-of-home networks" through the end of October.

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The announcement in full

Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.

MillionMammogramChallenge #OOH Campaign

In honor of Breast Cancer Awareness Month, Clear Channel Outdoor and OUTFRONT Media (NYSE:OUT) have partnered with the Million Mammograms initiative, benefiting the Cancer Research & Treatment Fund (CR&T).

Million Mammograms advocates for women to schedule and share their mammogram dates throughout October. The campaign’s creative is running across digital out-of-home networks with a clear, urgent call to action: encouraging women everywhere to schedule their screenings and take the important next step for their health.

The Million Mammograms Challenge was created by advertising tech executive Mindie Kaplan back in October 2024 with the goal of changing narratives for women around shame, celebrating their femininity and early detection. The campaign shines a light on one of the most common cancers affecting women in the United States, where one in eight will receive a breast cancer diagnosis in their lifetime, featuring the slogan “ Cancer Isn’t the Star of My Story .”

The campaign stems from the response to Kaplan’s image in the creative, taken by photographer Tom Kubik , which shows her six months after her double mastectomy to commemorate the halfway point of her surgeries. She was emboldened to launch the nationwide Million Mammogram Challenge after receiving an overwhelming number of responses to the photo on her personal Instagram, challenging her followers to post their mammogram dates and seeing how many were encouraged to schedule long-overdue exams.

“Since the launch of the Million Mammograms Challenge, we have worked to reach millions of young women and advocate for them to take the next step in their health journeys by scheduling their mammogram dates,” said Kaplan. “The support of Clear Channel Outdoor and OUTFRONT helps us reach them through billboards they come across in their daily lives and reduce the stigma around breast cancer and early screenings.”

“Our joint partnership with the Million Mammograms Challenge reflects the industry’s commitment to leveraging the reach and scale of our networks for good by helping to drive one million mammograms by 2028,” said Dan Levi , EVP & CMO, Clear Channel Outdoor. “The campaign is a reminder of what out-of-home can do when combined with a meaningful cause that inspires real, measurable impact across the communities we serve.”

Through the partnership, Clear Channel Outdoor and OUTFRONT are helping to highlight the critical role of early detection through regular mammograms as one of the most powerful tools to save lives, putting their digital networks to work in support of the campaign’s mission.

“Mindie started with an idea. Today, it’s a movement with the power to change lives. We’re proud to partner with Million Mammograms and Clear Channel Outdoor to help bring this important message to communities across the country,” said Stacy Minero, Chief Marketing Officer, OUTFRONT. “Together, we’re using the scale of our networks to raise awareness, encourage early detection, and inspire people to take action.”

The campaign’s creative can be seen across thousands of digital billboards nationwide throughout October.

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