Today, urban public spaces are considered a platform for the growth and development of society, and the use of this capacity, in addition to the sustainable development of the urban space, can represent the culture of sacrifice and martyrdom. The present study was carried out with the aim of the effect of out of Home. Advertising in promoting the culture of sacrifice and martyrdom focusing on the city of Kermanshah. The descriptive method was a survey type, which was considered the most suitable method for collecting information. In this method, the researcher by using questionnaire and interview collected the necessary data from the respondents. The statistical population in this study was all citizens over 20 years old in Kermanshah city, and using SPSS Sample Power software, 400 people from the statistical population were selected as a sample for the study. The cluster sampling method was used to collect the data and the required data was collected through a researcher-made questionnaire. The validity of the research tool was done using face validity and Cronbach's alpha was used to estimate the reliability of the tool. At the behavioral level, the results show that the regression coefficient for it in the dimensions of location, content, and promotional tool is 0.436, 0.217, and -0.160, respectively, and shows that 26 percent of the changes in the dependent variable at the behavioral level are caused by OOH advertising is explained.