In some cases, the advertising industry can seem heartless--but Bahamas Outdoor Media is using its powers for good.
In an advertising campaign it started in Doctors Hospital and Princess Margaret Hospital, Bahamas Outdoor Media donates 40 percent of its proceeds every month to programs offered by the hospitals.
It's a move that President of Bahamas Outdoor Media, Damalus Curry, says allows his company to give back on a consistent basis to a wide range of programs offered by the hospitals, including funds for scholarship programs, financial assistance programs to patients, and the purchase of medical equipment.
"Initially, we wanted to make a contribution to PMH's Breathe Easy campaign," says Curry.  "When we actually presented them with the contribution, we spoke with their PR persons about advertising within the hospital walls.
"Instead of paying funds to the hospital itself, we would use that to fund the foundations and go towards those many different purposes."
Established in 2008, the outdoor advertising company began with a plan to focus on billboard advertising.  Finding that difficult to sort out with government regulations, company officials decided to focus on high traffic areas like airports and hospitals to get their clients' messages out.
The high volume of people passing through the halls of the hospitals proved to be beneficial for everyone involved once the advertising company began its monthly donations in March of 2010.
Not only did the company and the hospitals benefit, but their clients signed on knowing that a chunk of their proceeds would go towards meaningful community programs.
"The results were immediate--we had companies jump on board right away," says Curry.
"For a lot of the companies, they are very happy and it was a way for them to give back, and it's a way the hospitals were able to get funds from companies they couldn't get contributions from."
Not only that, but the hospitals are pleased with the way the ads have brightened up their environment and educated their readers, for Bahamas Outdoor Media also launched a "Healthy Lifestyle" campaign that those passing through the hallways of the hospitals can absorb.
"Bahamas Outdoor Media's innovative approach to advertising with bold, digital print posters promoting wellness and healthy lifestyles reaches out to a captive audience of thousands that walk the halls of our hospital each day," says Lisa Humes, who works in the Marketing Department at Doctors Hospital.
"The promotion of a healthy lifestyle through a creative marketing medium has worked well for Doctors Hospital."
Meanwhile, officials of Princess Margaret Hospital feels the same and loves how the posters have changed the atmosphere of their hallways.
"The Princess Margaret Hospital's partnership with Bahamas Outdoor Media has truly been a creative approach to a happy union of marketing and healthier lifestyle promotion here at the hospital," says Coralee Adderley, chief hospital administrator.
"We can boast of an enhanced atmosphere for our customers and patients within the public waiting areas throughout the hospital."
Curry is taking Bahamas Outdoor Media to new environments that can benefit from their proceeds, finalizing negotiations to begin advertisements in Rand Memorial Hospital in Grand Bahama and even with the Bridge Authority to use pole banners and toll booths for a similar purpose.
"For the bridge, we're deciding where proceeds should go.  What we're looking for is a foundation or some sort of charity that can actually benefit from it," says Curry.
"We're looking for new ways to help.  For our company, one of our goals is not really to enrich ourselves but to be a blessing, and that's what's so great about the hospitals."

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