Utility Creative was recently engaged by Convenience Advertising to create the Convenience Advertising Language Delivery CALD Campaign Management System (CALD CMS). 

Within the CMS, campaign managers can create campaigns, allocate venues, and upload creative assets, with each creative automatically linked to a unique, language- and venue-specific QR code. When scanned by users, the platform guides them to tailored digital content through a language-selection page.

Clients and agencies can access intuitive dashboards that provide real-time insights into scan volume, location, and language, replacing manual reporting with comprehensive, on-demand analytics. The system further provides enhanced branding and customisation options, allowing each campaign’s language-selection page to reflect its unique visual identity across all venues.

The platform’s design was directly guided by emerging health communication research and principles of universal access. By leveraging the cost-effectiveness of QR codes, the CMS overcomes traditional cost barriers that limit health campaigns to a small number of major languages, supporting communication in smaller and emerging cultural groups that are often underrepresented in public health initiatives. This ensures that vital information can reach people in their preferred language, expanding equity and reach across diverse communities.

The CALD CMS is now powering campaigns across Convenience Advertising’s bathroom media network, turning extended moments of attention into opportunities for culturally responsive engagement and measurable impact.