In the world of Out-of-Home (OOH) advertising, large exposure is a strength—but it can also be a double-edged sword. A billboard that stands out in the city center may offer high visibility, but it also increases the risk when the message is considered controversial, insensitive, or misinterpreted.

In Indonesia, where people are highly active on social media and local values are deeply rooted, public reactions to advertisements can be swift and widespread. Therefore, OOH companies and advertisers must have a solid crisis management strategy in place.

1. Identifying Potential Crises Early

Not all crises arise from major mistakes. Some are caused by:

• Visuals or language considered culturally or religiously insensitive
• Provocative ads placed in conservative areas
• Technical errors (e.g., typos, broken images, or brand misidentification)
• Changes in social context that render an ad irrelevant or offensive (e.g., pandemics, natural disasters, political tensions)

Tip: Always have local teams review the content to ensure it aligns with cultural and social norms in each Indonesian city.

2. Actively Monitor Public Feedback

Crisis management begins with awareness. Use the following tools to monitor potential public reactions:

• Social media monitoring (keywords related to the brand, billboard location, hashtags)
• Google Alerts for news mentions of your ad
• Reports from local partners (e.g., local residents or property owners at the billboard site)
• CCTV or visual documentation to detect vandalism or public actions

Note: Response time is crucial. The first 24 hours after a post goes viral are the most critical.

3. Emergency Response Procedure

If controversy begins to surface, here are your strategic steps:

1. Review and Verify the Issue: Identify the root of the issue—was it the visual design, wording, location, or timing?
2. Coordinate with the Client: Share an initial report with the advertiser and provide mitigation options. Transparency is key.
3. Take Immediate Action

Quick response options may include:

• Temporarily removing or covering the ad
• Replacing the creative material
• Adding a temporary explanation or disclaimer
• Releasing an official statement via social media or press

Remember: Prompt action is better than letting public opinion spiral out of control.

4. Crafting Effective Public Communication

Poor communication can worsen a crisis. When crafting a response statement:

• Maintain a professional and non-defensive tone
• Acknowledge any mistake, if applicable
• Show empathy toward affected or offended parties
• Explain what corrective steps have been or will be taken

Example of a short official statement:

"We understand that our advertisement at [location name] has raised concerns. We sincerely apologize for any inconvenience and are currently reviewing and addressing the issue."

5. Learning and Prevention Moving Forward

A crisis is often the best teacher. After the situation is resolved, conduct an internal evaluation:

• Are your content approval SOPs strict enough?
• Do you include local testing or public feedback trials before launching?
• Does your creative team receive cultural sensitivity training?

Use the incident as a way to build client trust—demonstrate that your company learns and grows.

Conclusion: Responsibility and Reputation in the Visual Era

In the OOH industry, high visibility comes with high responsibility. In a diverse and increasingly vocal Indonesian society, successful campaigns aren’t just about eye-catching design—they also require sensitivity and fast public response.