Screenverse Launches “Doing Good with DOOH” Campaign to Fight Hunger Nationwide

How digital out-of-home networks are turning reach into real-world impact

Digital out-of-home advertising is often discussed in terms of reach, frequency, attribution, and performance. This new initiative from Screenverse puts the focus somewhere else entirely, on impact that goes beyond impressions and into communities that need support right now.

Screenverse, a programmatic digital out-of-home network operating across the United States, has launched a new campaign called Doing Good with DOOH. The Screenverse-led initiative is designed to support nonprofit organizations by using the scale and visibility of digital out-of-home to drive awareness and action in the real world.

For its first season, Screenverse is partnering with Feeding America, the largest hunger-relief organization in the United States. The campaign aims to raise awareness about food insecurity and mobilize support for families and communities facing hunger across the country.

This effort brings together dozens of digital out-of-home operators, including Whistler Billboards, to donate inventory, amplify a national cause, and demonstrate how billboard advertising can play a meaningful role beyond traditional media objectives.

What “Doing Good with DOOH” is designed to accomplish

The idea behind Doing Good with DOOH is straightforward. Digital out-of-home networks reach massive audiences in everyday environments, from roadside billboards and urban centers to retail locations and public spaces. Screenverse is using that access to help nonprofit organizations reach people at scale.

Instead of treating unused inventory as a byproduct of media buying, Screenverse is organizing its network partners around a shared mission. The result is a coordinated national campaign that delivers consistent messaging across thousands of screens in more than 150 markets.

David Weinfeld, CEO and Co-Founder of Screenverse, addressed this directly in the campaign announcement.

“At Screenverse, we believe you should never ignore a generous impulse. It’s a value we take seriously, and one we see echoed across our network partners. Partnering with Feeding America gives our industry the opportunity to turn intention into impact. Digital out-of-home delivers the reach, and those small moments of awareness can translate into real meals, real support, and real change.”

Why Feeding America was chosen as the first partner

Feeding America operates the nation’s largest network of food banks and partner agencies, serving communities in urban, suburban, and rural areas. Its national footprint makes it a natural fit for a campaign built on the broad geographic reach of digital billboards.

Food insecurity remains a widespread issue across the United States. Millions of families struggle to access consistent meals, and awareness plays a critical role in mobilizing local and national support. Digital out-of-home helps surface that reality in public spaces where people live, work, and commute.

Monica Lopez Gonzalez, Chief Marketing and Communications Officer at Feeding America, emphasized the importance of national visibility.

“By bringing the movement to end hunger to thousands of screens across the country, this campaign helps more people understand the reality of food insecurity and reminds us that each of us can make a difference,” Gonzalez said.

The scale behind the campaign

The numbers behind Doing Good with DOOH highlight why digital out-of-home is effective for nationwide initiatives.

Participating Screenverse networks are donating more than 30 million impressions, valued at approximately $235,000 in ad space. The campaign spans more than 18,000 digital screens across over 150 markets.

This level of scale reflects the strength of the broader out-of-home advertising industry, particularly when networks collaborate around a shared goal.

Whistler Billboards’ role in the initiative

Whistler Billboards is one of the participating Screenverse network partners contributing inventory to the campaign. As a regional operator, Whistler Billboards helps extend the Feeding America message into communities where out-of-home plays a central role in local visibility.

Participation in initiatives like this aligns with the broader role of billboard advertising as part of a balanced media mix, a topic we have explored previously in why billboard advertising should be part of your media mix.

This campaign also reinforces how billboards influence behavior beyond direct response, similar to how billboards support action in a post-click world by building awareness that leads to real outcomes.

Why digital out-of-home works for cause-driven campaigns

Digital out-of-home operates in public spaces, making messages unavoidable and shared. Unlike fragmented digital platforms, DOOH reaches people collectively, without relying on personal data or user tracking.

That visibility is especially effective for awareness-based campaigns, where repeated exposure helps drive recall and action. It is the same mechanism that allows billboards to drive brand searches and engagement, as discussed in why billboard advertising increases direct search traffic.

Turning impressions into measurable impact

Screenverse is encouraging individuals and organizations to support the campaign by donating directly through Feeding America. To track the collective impact of the out-of-home community, donors are asked to enter “Doing Good with DOOH” as the honoree or organization name.

Every dollar donated helps provide at least 10 meals for individuals and families through Feeding America’s nationwide network of food banks.

What this campaign signals for the out-of-home industry

Doing Good with DOOH reflects a growing recognition that out-of-home media carries influence in public spaces. With that influence comes the opportunity to support causes that matter at a national and local level.

For advertisers, agencies, and media owners, this campaign demonstrates that digital billboards can deliver both scale and social impact. It also reinforces the role of collaboration across networks in amplifying meaningful messages.

More insights on how billboard advertising continues to evolve can be found throughout the Billboard Buzz blog, where we cover industry trends, strategy, and real-world use cases.

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