Restroom

Restrooms,
A Unique Messaging Space

You have definitely been there: in a public restroom, facing the back of the toilet door or the wall above a hand dryer. Right in front of you is a poster with a captivating image and interesting piece of information about sustainable habits, health or well-being. With little else to do, you naturally give it a read. Well, for the next 1 to 3 minutes—or even longer in spaces like say a childcare room—you become a captive audience to this messaging.

This extended dwell time highlights the unique value of restrooms in Digital Out-of-Home (DOOH) messaging, campaigns, and awareness initiatives. According to the Journal of Building Engineering, restrooms in high-traffic locations—such as airports, hospitals, and transportation hubs—offer an average dwell time of 2–3 minutes.

Relaxed, Reflective Environment

Few places offer the opportunity for distraction-free messaging like restrooms. Unlike the constant hustle and noise of notices and screens at bus stops, busy high streets, or crowded mall walkways, restrooms provide a calm, private atmosphere that naturally encourages reflection or further engagement with the message. This unique setting elicits ‘Active Attention’ and causes messages to resonate more effectively with the audience, leading to an organically high rate of engagement with QR codes and other calls to action.

High Recall Rate

The nature of the space makes viewers more receptive to the messages, leading to a 70% higher retention than other types of communication. Meaning that people are more likely to remember the message, follow its guidance, recall the brands related to it too. This increased efficiency makes restroom messaging a higher value-for-effort proposition too, especially for organisations and businesses looking to improve their social good programmes.

Positive Behavioural Change

Recent research by the Advertising Council of Australia reveals that high-attention media channels, such as spaces in public restrooms, can amplify the impact of strong creative content by up to a whopping 75%, and drive increased message recall rates, thereby overall bringing about desirable changes in audience behaviour. The report advises marketers and media buyers to prioritise attention over reach.

Precision Targeting

Restrooms offer an unparalleled opportunity for agenda-based campaigns or targeted communication. Consider the varying perspectives of users of the average men’s, women’s and unisex restrooms; contrast these with restrooms optimised for use by babies or the elderly or disabled users. You can also differentiate based on location: the messaging context will differ between shoppers at a mall and travellers at an airport, for example. By selecting venues frequented by your desired audience, and placing contextual and relevant messages, you can ensure your message reaches the right demographic with precision.

Repetitive Exposure

Repeated views of specific messaging triggers the mere exposure effect, which has been shown to enhance recall, influence attitudes, and drive behavioural change. In public restrooms, where dwell times are relatively short but likely repeated, digital signage such as Nudge4Good can reinforce key messages, such as hygiene practices or public health campaigns. In Europe, initiatives like the European Union’s public health campaigns have utilised digital displays to promote sustainable behaviours, such as water conservation or proper waste disposal. The repetitive nature of these messages ensures they are top-of-mind when individuals engage in related actions.

Lift

Changing the World,
a Lift Ride at a Time

Imagine this: You step into a lift on your way to the office or your home, rising high in a towering building. During those brief seconds or minutes, most people typically remain silent, glance at the floor counter, fiddle with their phones, or simply let their minds wander. This quiet moment of reflection, which typically coincides with the beginning or end of your journey presents a unique opportunity to reflect on or engage with messages that truly matter.

Now, picture this: A subtle, eye-friendly display presenting engaging content — perhaps a quick tip on health, a message about well-being, or a compelling nudge towards sustainable habits. It gives you something gentle and calming to focus on, and it turns an otherwise idle moment into something meaningful.

This is the unique opportunity that Nudge4Good leverages. By utilising the distinct characteristics of lifts and the particularly receptive atmosphere that they invoke, however brief, we create powerful moments of engagement that raise awareness, promote positive behaviours and elevate sponsors across diverse audiences.

Our e-paper displays provide a distinct advantage in lifts. Their ‘easy on the eye’ screens with no backlight ensure comfortable viewing, even in brightly lit, enclosed and confined spaces, avoiding the eye strain and visual complexity associated with other dynamic displays such as LCD or LED digital signage.

Why Lifts Are Unique

High and Consistent Footfall

Recent UK data highlights a notable increase in lift usage in densely populated urban areas, with the average user riding a lift four times daily. Preferences for elevators over stairs are driven by factors such as convenience, efficiency, and accessibility. The majority of these rides are repetitive visits from the same audience — office workers, residents, shoppers etc. This consistent exposure to the same group reinforces message recall and boosts engagement, ensuring your message stays top-of-mind even after the lift ride has ended.

Captive Audience

Lift campaigns are impactful due to frequent exposure and captive audiences. High-rise residents take an average of 6 lift rides daily and receive 4 monthly visitors, leading to 84% message awareness and 96% retention. Additionally, 82% find these messages entertaining. With no distractions inside, the undivided attention of passengers amplifies their effectiveness through frequent and memorable impressions.

Dwell Time

In recent years the Out-of-Home Advertising Association of America noted that lifts offer an average dwell time of approximately 30-60 seconds, providing ample opportunity to convey messages and enhance engagement. This is further amplified by repeat use of the lift (those who go up tend to come back down, and vice versa!) allowing every user a chance to see the message in its entirety.

Steady Exposure, Strong Recall

Lift-based messaging campaigns provide steady, repeated exposure to frequent users, like office workers or building residents, reinforcing message recall. Unlike other fleeting formats, these messages remain visible for extended periods, ensuring regular riders see them consistently. This prolonged, repeated viewing keeps the messaging top-of-mind, creating more lasting and impactful impressions.

Brand Enhancement

In sectors like hospitality and travel, where lifts are a pivotal part of the larger experience not to mention administration and operational efficiency, smart integration of sustainable new technology and research-based messaging can superpower brands to new heights of consumer satisfaction.

Restrooms, A Unique Messaging Space