The Outdoor Media Association (OMA) is soon to launch a million dollar media campaign for The Big Issue, which includes industry heads taking to the streets to sell the magazine.

Participants include Steve McCarthy (chair of the OMA and CEO of Adshel), Mike Tyquin (CEO EYE Media), Steve O’Connor (CEO of JCDecaux), Brendan Cook (CEO of oOH!media) and Charmaine Moldrich (CEO of OMA). They’ll be selling the magazine on the streets of Sydney on Monday 21 June, in order to experience for themselves what is feels like to be a vendor.

“We are really grateful to the OMA and its members for their ongoing support and recognition of The Big Issue and are honoured that some of the industry’s most influential members are taking the time to see firsthand how the Street Magazine Enterprise can help transform the lives of homeless and marginalised Australians,” said The Big Issue’s CEO Steven Persson.

Participant in the campaign launch, Charmaine Moldrich, said that the experience was sure to be an eye opener for herself and her co-sellers on some of the challenges faced by The Big Issue vendors.

“The OOH industry is proud to continue its support of The Big Issue and to bring greater public awareness to their incredible achievements and the heroic work vendors do each day. This campaign is our industry’s way of offering help and assistance to a group of people who are, by their actions, transforming their lives,” Moldrich said.

The campaign will run across billboards, bus and tram shelters, free standing panels, on taxis, as well as in shopping centres.