Traditional billboard advertising has been given a makeover with a new and innovative herb garden growing in the Melbourne suburb of Carlton.

Australian Ethical Super, in partnership with APN Outdoor, has taken the refreshing approach to create interaction and give back to the community in a completely different and tangible way.

Australian Ethical – a super fund that only invests in companies that are good for the planet, people and animals – has made a selection of fresh herbs available to the community in the hope it will encourage locals to engage with their super and think about its social impact.

Allyson Lowbridge, chief customer officer at Australian Ethical, said the inner-north Melbourne community is highly attuned to social and environmental issues.

“Research has shown Carlton locals are more eco-conscious and environmentally-savvy, with more than 30 per cent believing government needs to take urgent action on climate change,” she said.

“Encouragingly, 15 per cent believe businesses have a responsibility to tackle environmental problems, and nearly seven per cent believe they can personally make a difference.

“The project was about utilising billboard space in a way that would challenge traditional ways of thinking. People can go up to the herbs and smell, feel, and taste them and then take those herbs home – not a ‘normal experience’ for a super fund.

“We are always pushing for really innovative ways to connect with our community and potential customers and will continue to do more in this space to help people realise the power they can have through their super.”

APN Outdoor’s general manager of marketing, Charlotte Valente, said: “We are thrilled to be involved in bringing Australian Ethical’s campaign to life, especially when it speaks so directly to the heart of communities – in this case, Carlton.

“The effectiveness of classic billboards is amplified by this engaging activation; a perfect demonstration of local impact with broadcast scale.”