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Reading: Australian Ethical Uses 100% Recyclable Billboard Skins For OOH Campaign
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B&T > Media > Australian Ethical Uses 100% Recyclable Billboard Skins For OOH Campaign
Media

Australian Ethical Uses 100% Recyclable Billboard Skins For OOH Campaign

John Hanrahan
Published on: 12th March 2019 at 4:06 PM
John Hanrahan
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Billboard skins used in a new advertising campaign for Australian Ethical will be recycled into products traditionally manufactured from hardwood timber, following the development of innovative material.

In a world’s first, billboard skins known as SmartSkins – which was developed by print specialist Cactus Imaging and its parent company oOh!media – will be recycled into park benches, decking, bollards, fence posts and other high grade recycled polymer products.

SmartSkins sets a new benchmark for the OOH industry with the substrate and mounting ropes being 100 per cent recyclable, while also maintaining the high quality of traditional billboards and being cost effective.

Cactus Imaging’s general manager Nigel Spicer said the company had invested heavily in developing an environmentally friendly printing option for OOH advertising to reflect the demands of Australian advertisers to be more sustainable.

Spicer said: “There is an unmistakable need for greener Out of Home advertising solutions and while in other international markets there are biodegradable products that are more environmentally friendly than PVC, these products were not viable for our market due to quality, price or a mixture of both

“Our only option was to develop our own product, which delivered similar quality output, is able to withstand the Australian climate for the typical campaign cycle, and could be provided at a price point that was not excessively more than traditional PVC”.

Spicer continued: “Cactus Imaging is the first in the world to offer this 360 approach to recycling in Out of Home industry after many years of perfecting the production process and looking for a secondary market that we could work with to give billboard skins a second life”.

The new SmartSkin product has been successfully tested over the past year and is now available for advertisers nationally, with Australian Ethical being one of the early adopters of the material that costs only slightly more than traditional billboard skins.

The new campaign for Australian Ethical, which recently went live, is a collaborated effort between oOh!, its print subsidiary Cactus Imaging and Australian Ethical’s media agency, Benedictus Media and creative agency DO Creative.

Australian Ethical is a leading ethical investment and superannuation provider.

Allyson Lowbridge, chief customer officer at Australian Ethical, said the innovative SmartSkins product aligns with the company’s purpose of making a positive impact on the planet, people and animals.

“Our bold new brand campaign makes a vital point about the future of our planet, calling for all Australians to investigate where their money is invested and what they are supporting.

“The fact that this runs all the way through to the very fabric of our outdoor advertising with SmartSkins adds an additional dimension to the campaign that makes it even more compelling and upholds what Australian Ethical is all about.”

Once the campaign, which is running across locations in NSW & VIC, is finished the billboard skin and mounting ropes used for the install will be sent to Integrated Recycling in Victoria where it will be repurposed into products that are comparable substitutes for premium hardwood products.

oOh!’s chief executive Brendon Cook said the company had continually invested in ways to enhance its sustainability practices to reduce its footprint.

He said: “We use the most efficient lighting to light up our billboards and have where possible been repurposing our PVC billboard skins for use as shelter and general-purpose aid following the natural disasters and reutilising them in other ways.

“The launch of SmartSkins is a further step that we are proud to be taking in our commitment to sustainability”.

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TAGGED: Australian Ethical
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John Hanrahan
By John Hanrahan
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John Hanrahan is one of Australia's most experienced business journalists, TV reporters and producers. He is currently a Senior Consultant and Media Director with Lighthouse Communications Group in Sydney whose clients include Testra Business, the Clarius Group of recruitment companies, out of home advertising company oOh!media,eco adventure park TreeTops, the young Australian entrepreneurs organisation, ENYA, Access Digital Entertainment and private equity company Wolseley.. Lighthouse handles the national media for the Telstra Business Awards and the Telstra Business Women's Awards. He has worked for John Fairfax and Sons, News Ltd., 2GB, 2UE, ABC Radio, Channels 7 and 9 and ABC TV. He has also worked in newspapers in the UK and United States. For three years he was managing director of the joint US-Australian television production company Taffner Ramsay Productions. From 1994 to 2003, he worked as a reporter and producer on the Nine Network's national Small Business Show. Prior to that he was Australian editor of the Los Angeles based business daily newspaper The Hollywood Reporter and then editor of Australia's Dynamic Business magazine. He has also worked as a senior account executive for a PR and Advertising company. And has worked in the newspapers in the UK, Europe, Asia and the US. He has also owned his own business communications consultancy - John Hanrahan Business Communications.

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