As we debut our 100% recycled and recyclable 48- and 96-sheets, BT dials in
On 12th June, we were proud to debut 100% recycled and recyclable 48- and 96-sheet billboards, with our client BT on board with a UK-wide out-of-home campaign.
Having launched recycled six-sheets in 2021, the new large formats offer advertisers installations using 100% recycled and recyclable materials to help form part of their environmental messaging.
BT Broadband is using the new eco-friendlier posters as part of its "Win at staying" campaign promoting its full fibre packages. Posterscope said BT's commitment to using the recycled formats would "open up the supply chain for other smaller advertisers to make the same sustainable choices".
Produced in partnership with MediaCo, the larger posters are technically more complex than the six-sheet. The paper used in their manufacture is made from post-consumer waste using a closed loop manufacturing process so that no material goes to landfill. Rather than using chemicals for whitening, enzymes are instead used to bleach the paper. The production process also uses less water than is standard and Posterscope estimates that for every tonne produced, up to 12 trees are saved.
Tim Sapsford, managing director at Posterscope, said: "Being able to offer 48- and 96-sheet posters on recycled paper is a significant step forward in sustainable practices in the out-of-home industry. This new development is a key element in our sustainability story and we are delighted to be able to bring these posters to market with a campaign from our long-standing partner BT."
Graeme Adams, BT's head of media, added: "As heavy users of out of home, we've been committed to working with Posterscope to find ways in which we can further reduce the impact of this form of advertising on the environment. As a company we have pledged to collaborate with our supply chain to drive sustainability and the introduction of these new recycled and recyclable roadside posters is a fitting example of this pledge in practice."
Mark Wardle, MD of MediaCo Group, said that the innovation was "in line with MediaCo's continued commitment to providing the most sustainable production methods possible".
This article was first published by Campaign Magazine