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OOH MEDIA

Bold billboard takes on ChatGPT’s ability to replace skilled workers

By our News Team | 2023

Eye-catching out-of-home execution aims to emphasise that not all jobs are likely to be replaced by emerging technology.

With ChatGPT and artificial intelligence being very much a talking point when it comes to job security and the future world of work, a Belgian-based temporary employment agency chose a simple, yet eye-catching OOH execution to emphasise that not all jobs are likely to be replaced by emerging technology.

Impact, a specialised agency that focuses on technical and construction jobs, recently unveiled a giant billboard located, aptly enough, on the side of a building under construction.

OOH Media

Photo via LinkedIn

The message for this OOH campaign is simple enough, with the billboard proclaiming: “Hey ChatGPT, finish this building!” It is followed by the payoff line: “Your skills are irreplaceable.”

In other words, it is the highly skilled workers supplied by Impact who are going to bring the project to fruition, not ChatGPT.

Refreshing to see skilled workers acknowledged

Commenting on the campaign, Belgian-based marketing commentator Saqlain Mughal notes in a LinkedIn post: “In today’s world, where technology and automation are rapidly changing various industries, including construction, it’s incredibly refreshing to see a company acknowledging the value of skilled workers.”

He continues: “The message on the billboard reminds us all that there are certain tasks, especially in construction, where technology simply can’t replace the expertise and abilities of human workers.

“While technology has undoubtedly transformed the construction industry by providing advanced tools and methods that improve efficiency and accuracy, it’s important to remember that it’s the human touch that gives life and character to a structure.

“By highlighting the irreplaceable value of human skills, they (Impact) send a powerful message not only to industry professionals but also to the wider community.”

In its response, Impact says it strongly advocates for the recognition of craftspeople in our society and that “no technology will ever replace them”.

The campaign was created by Belgian boutique agency Darwin BBDO.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.