Written by: Jorja Wilkins, Primedia Outdoor – Executive for Marketing and Marketing Services

In an era where environmental consciousness takes centre stage, Primedia Outdoor is driving a transformative wave of sustainability that is reshaping the realm of outdoor advertising in Africa. This pivotal initiative seamlessly integrates innovation, effectiveness, and eco-consciousness, offering advertisers the opportunity to be a part of an extraordinary green revolution.

Embracing Eco-Friendly Innovation

Primedia Outdoor’s dedication to sustainability is not just rhetoric; it’s a substantial shift in our paradigm. “Our commitment to sustainability is rooted in our responsibility towards the planet. By adopting sustainable substrates, we’re taking actionable steps to reduce our ecological footprint and lead the change in our industry.” says Bongumusa Makhathini, CEO of Primedia Outdoor.

We’re embarking on a journey that explores sustainable substrates, marking a substantial transition from the conventional PVC (Polyvinyl Chloride) – a material that has long been associated with billboard advertising and is accepted as the industry standard. This transformation is driven by our deep comprehension of the environmental challenges linked to PVC and the benefits of using sustainable substrates.

• Energy Efficiency: The considerable energy consumption in PVC manufacturing has compelled us to explore materials that can significantly lower our carbon footprint, paving the way for a more responsible future.
• Reduced Emissions: The production of PVC contributes to substantial CO2 emissions. Our pivot towards sustainable substrates is a testament to our resolve to minimize our environmental impact.
• Eco-Friendly Approach: Shifting away from environmentally detrimental PVC, we are charting a new course for the advertising industry, aligning our practices with environmental stewardship.
• Avoiding Toxicity: PVC’s toxic, chlorine-based constituents pose threats to both nature and human health. Our sustainable substrates prioritize the well-being of our planet.
• Ease of Use: Sustainable substrates alleviate the challenges posed by the weighty PVC, streamlining processes for amplified efficiency.

Seamless Transition

Our transition is smooth and hassle-free. Primedia Outdoor’s Inventory Management System is undergoing an upgrade to seamlessly accommodate the selection of site-specific printing materials. This ensures that the quality, visibility, and impact that you associate with our advertising is retained.

We comprehend that economic factors significantly influence decisions. Our shift towards sustainable substrates results in only a marginal cost increase per square meter of PE material at this stage. Upholding our commitment, the original costs that were quoted to clients for specific campaigns at the time of quotation remain unchanged, facilitating an effortless and cost-effective transition to a more sustainable future.

A Practical Green Shift

Primedia Outdoor’s sustainability initiative stands on strong foundations:

• Global Responsibility: This is about more than just advertising; it’s about our shared planet. Sustainable choices have become imperative for businesses and individuals seeking partnerships rooted in eco-consciousness.
• Practical Benefits: Lighter, more manageable materials translate to enhanced operational efficiency. The reduced weight leads to cost savings in overnight courier services.

“Our commitment to sustainability goes beyond being a mere choice; it’s an imperative for the future of our industry. Through conscientious decisions today, we are laying down the foundation for a more sustainable tomorrow,” asserts Ravi Naicker, Executive of Operations at Primedia Outdoor. While the significance of this shift is undeniable, we acknowledge the constraints: certain sites might not be compatible with PE Material and Textile Fabric. For campaigns extending beyond 12 months or necessitating frequent rotations and courier services, the use of Flex will persist, ensuring effectiveness and feasibility.

In this spirit, Primedia Outdoor extends a warm invitation to you, urging your participation in this transformative journey. Collectively, we are shaping a world where ethical advertising seamlessly merges with environmental awareness.