What happened when Australia looked up?

In January 2019 the Look Up message was shown for the first time on signs around Australia. The result was an immediate increase in online search for the words ‘Look Up.’ The website lookup.org.au saw 1,000 visits each day for the period the Outdoor media campaign was active, consistently generating 10x the average daily traffic.

The Look Up message was seen on signs by 92 per cent of the Australian population living in and around the capital cities, causing Look Up to take on a life of its own with a social media reach of well over one million people, primarily on Instagram. There were more than 54,000 Likes and Comments on #lookup posts, and the increase in #lookup posts during the campaign was 250 per cent more than previously recorded in Australia.

In July 2019 Look Up was displayed on approximately 15% of the signs, but for a longer duration. More people remembered seeing the Look Up message and more people said they had talked about it. There was also a further increase in the number of people saying they were inspired too ‘Look Up’ after seeing the signs.

In 2020, the Look Up message will again be displayed in the public realm, building deep and lasting; awareness, understanding and recognition now and into the future.