South Korea Turns to Roadside DOOH for Public Safety Campaign in Seoul

The Local Finance Association (LOFA) and the Korean National Police Agency have agreed to use large-format digital out-of-home advertising along Seoul’s Olympic Expressway to promote public safety messages.

The two organizations signed a memorandum of understanding on Sept. 30 at the National Police Agency headquarters in Seoul to cooperate on public service campaigns using the “Digital Media Belt,” a network of roadside digital OOH screens.

The partnership will focus on campaigns covering key policing and safety issues, including traffic safety and prevention of emerging forms of phishing and financial fraud.

The Digital Media Belt is designed to reach drivers and passengers travelling along one of Seoul’s busiest arterial roads, giving public agencies a highly visible channel for delivering safety information during everyday journeys.

Jeong Seon-yong, chairman of the Local Finance Association, said the initiative would help bring important public safety messages closer to people in their daily lives.

“We will continue to strengthen the public role of digital OOH by using the medium to deliver information that people need in a natural and accessible way,” he said.

Kim Jong-chul, acting commissioner general of the Korean National Police Agency, said the roadside digital network would help the agency communicate policies on issues such as road safety and phishing prevention more effectively.

The agreement also highlights a broader effort in South Korea to expand the public-interest role of digital OOH beyond commercial advertising.

The Korea Out of Home Advertising Center, an affiliate of the Local Finance Association, uses revenue generated through outdoor advertising programs to support public service advertising, removal of illegal advertising and initiatives aimed at developing South Korea’s OOH industry.

The center has been expanding the use of the Digital Media Belt as a public communication platform, positioning roadside digital OOH as part of the country’s wider public information infrastructure.

About the Local Finance Association

Established in 1964, the Local Finance Association is a specialized organization supporting local governments in Korea through mutual aid programs, financial assistance and disaster-related funding. Its work in OOH also provides funding for projects aimed at improving and developing the country’s outdoor advertising environment.