As pioneers of ethical investing and Australia's first publicly listed company to achieve B Corp certification, Australian Ethical goes deeper than most when looking to apply environmental, social and governance (ESG) factors to all that it does. So when delivering a nationwide ad campaign, showcasing its Superannuation and Managed Funds products, finding an aligned Sustainability-focused partner was paramount and oOh!media fit the bill!
This Australian Ethical ad campaign has been run across 720 sites, including a number of bus shelters where electricity is drawn from the grid through GreenPower
Sarah Young, Group Director ESG oOh!media, says, “This campaign has shown just what is possible in Out of Home advertising when you address the sustainability opportunities right from the very beginning.”
“From the initial creative testing and campaign colours, to choice of recyclable materials, through to targeting sites powered by renewable energy, every detail associated with this campaign was carefully thought through, in conjunction with Australian Ethical’s media agency, Benedictus Media.”
“The net result presents as a significant milestone for oOh!media and everyone else involved, as it clearly demonstrates how our industry can continue to drive towards more sustainable media solutions without compromising audience impact.”
Running in Sydney, Melbourne, Brisbane and Perth, the campaign featured on over 720 advertising sites across Road and Street, blending digital and classic sites and leveraging off oOh!media’s network of more than 15,000 solar-powered sites (which includes >800 bus shelters where electricity is drawn from the grid through GreenPower, the government-accredited renewable energy purchasing programme).
All large-format classic billboards were produced using EcoBanner, the only Australian-made, PVC-free, flexible banner fabric that offers a 100% capable closed-loop recycling solution.
Also, a complete post-campaign emission analysis has been conducted by oOh!media which shows an 84% saving in electricity-related emissions due to the deliberate selection of sites that use renewable power.
Emma Grainge, Head of Brand & Communications at Australian EthicalEmma Grainge, Head of Brand and Communications at Australian Ethical, says, “Our Ethical Charter guides everything we do, including how we invest to build our brand. It’s been great working with oOh!media and together executing the out-of-home stream of our latest campaign in a way that fully reflects our values.”
Sarah Young adds: “oOh!media is committed to continually evolving our sustainable offering, working towards industry initiatives such as Ad Net Zero, and leading efforts to reduce the environmental footprint of advertising, whilst still delivering strong results for brands.”
