‘LOOK UP’, read the words inviting Australians across the country to engage with the world around them.
The text which overlays bright imagery is boldly spread across the faces of over 7000 out of home media assets across Australia. Today, The Outdoor Media Association in collaboration with Glider Media and Dr Fiona Kerr – Neuro Scientist, step forward to reveal the science behind the public movement.
At the heart of the movement is a new report, ‘The Art and Science of Looking’ Up developed by Dr Kerr and Glider Global. Dr Kerr is founder of the NeuroTech Institute and holds qualifications in cognitive neuroscience, complex systems engineering, anthropology and psychology, plus almost 30 years’ experience in industry.
Why should you LOOK UP?
The science is in! Choosing to look up, either out at your surroundings or at each other – has the power to change your body, your work, your life and your community and can actually help you to build new brain!
Engaging the real-world environment and meeting face-to-face is different to meeting virtually. It creates a more personal connection that lasts longer and feels different.
When we interact, we synchronise the social and emotional networks in our brains. This state, which we call interpersonal neural synchronisation (INS), allows us to transfer not just information, but such things as meaning, delight, fear and aspiration.
|WHEN YOU DAYDREAM YOUR BRAIN FORMS ABSTRACT CONNECTIONS, CREATIVE IDEAS & AHA! MOMENTS|
|WHEN YOU LOOK UP & OUT AT THE WORLD AROUND YOU, YOU CAN BUILD NEW BRAIN|
|WHEN YOU LOOK UP YOU CAN INCREASE AWARENESS & ACCESS INSIGHT|
|WHEN YOU LOOK AT SOMEONE IN THE EYES YOU LIGHT UP EACH OTHER’S BRAIN|
|WHEN YOU LOOK UP & OUT IT CAN BUILD EMPATHY, TRUST, AND A SENSE OF HOPE & BELONGING.|
|WHEN YOU LOOK UP IT LENGTHENS & DEEPENS YOUR VIEW SO YOU CAN THINK LONG TERM & BETTER SOLVE COMPLEX PROBLEMS|
|WHEN WE LOOK UP & OUT AND ENGAGE DIRECTLY WE CAN SYNCHRONISE AS A GROUP|
|WE CAN SYNCHRONISE AT SCALE, WITH A CONTAGION EFFECT THAT CAN BE POSITIVE OR PROBLEMATIC|
|WHEN WE LOOK UP & OUT WE CAN IMPACT HOW WE CONNECT, HOW WE LIVE & THE SOCIETIES WE SHAPE TOGETHER|
Dr Kerr said “It seems counter-intuitive to our modern culture that looking up and out seemingly doing nothing could be the most beneficial state for optimising our thinking, but in fact this is our natural way of being or ‘default’ mode if we’re not distracting our brains with technology or pushing it down the rabbit hole of trying to work on a specific task or problem”.
Outdoor Media Association CEO Charmaine Moldrich said “We believe it is a timely and important message that the canvas of outdoor media can amplify. Our signs exist where life happens – the places we live, work, socialise and spend our time, reaching over 90% of the population.”
“Together we’re working to have a positive impact in the public domain, to reconnect people with their surroundings and to each other” said Dr Kerr.
Bishopp is proud to support the initiative with multiple static and digital roadside billboards showing the LOOK UP creative across the state.