“Primedia Outdoor prides itself on finding innovative ways to reuse and repurpose materials in order to reduce wastage in the OOH industry and affect positive change in the organisations and communities that we support,” says Jorja Wilkins, Executive: marketing and marketing services at Primedia Outdoor. “To date, we have donated just over 15,000m² of used billboard posters to be recycled, upcycled, and repurposed, contributing to our ongoing efforts towards sustainability.”
Furthermore, Primedia Outdoor also makes use of products and substrates that contain no PVC, are chlorine free and use 70% less emissions than PVC, resulting in a drastically reduced carbon footprint, namely:
These products are environmentally friendly in the following ways:
Primedia Outdoor is known to produce pioneering solar-powered campaigns. One campaign saw Primedia install 870 street poles on seven key roads throughout Harare, Zimbabwe that light up the entire road. Completely solar-powered, the lights do not rely on local electricity suppliers, thus assisting the city council by alleviating the burden of lighting the city streets.
Use-It, KwaZulu-Natal works on a glass recycling project relating to innovation in solid waste management that incorporates local economic stimulation and job creation. This programme seeks to mobilise people in all communities (rural, semi-urban and urban) to understand and promote the diversion of waste from landfill and to minimise environmental degradation. Primedia Outdoor’s waste flex is used to manufacture “glass bags”. Waste pickers currently collect glass in bulk sugar bags (1ton), which creates a logistic backlog as a crane truck is needed to lift these bags for transport to the various application sites, i.e. recycling/beneficiation. Reducing the size of the bag to a 500kg bag allows the bags to be loaded onto smaller vehicles for transport to the processing destination, thus reducing the turnaround time.
These bags are manufactured by a female-owned SMME in Primedia Outdoor’s incubation programme at the Hammarsdale site, currently employing five people and supplying 50 waste pickers with these bags while services the collection of the glass weekly.
Go Grow! Educational Gardening Game utilises billboard material from Primedia Outdoor to build double-layer tilapia fish ponds. In addition, they also had huge success growing pumpkins by using the material as a composing worm farm which fertilised pumpkins.
Eco Smart Group, a company that upskills, mentors and offers entrepreneurial support to disadvantaged women who do not have direct access to market opportunities, manages projects in the textiles industry using recovered waste plastic and South African fabrics and trims – one such project utilises recycling of Primedia Outdoor’s flex faces as lining inside sewed bags.
“Not only have the communities benefited from direct job creation through opening their own businesses and the economic impact of that, they have also benefited by bringing specific causes to our attention that we assist with, these include internship positions for non-sewers, feeding schemes, disaster relief food parcels, mentorship, supplier negotiations and cash flow assistance,” says Lise Kuhle, head of Eco Smart Group. “Our door is always open to someone who is proactive and hardworking and wants to make their situation better and by providing necessary training, capital, mentoring and/or practical business advice we can give that person a really good leg up.”
About Primedia Outdoor
Primedia Outdoor is the premier provider of out of home media solutions within Sub Saharan Africa. A Level 1 BBEEE contributor, Primedia Outdoor is currently the largest wholly South-African-owned outdoor advertising media specialist offering national outdoor exposure throughout South Africa and high reach in key markets in rest of Africa. Primedia Outdoor offers flexible coverage of the entire LSM/SEM spectrum, targeting cosmopolitan consumers in major urban areas through to those living in rural communities.
Primedia Outdoor delivers exposure across a mix of media opportunities and audience environments, including high-end digital signs, airport advertising, freeway and suburban spectaculars and street furniture, as well as static advertising and digital screens in malls. Since 2018, the Primedia Unlimited Malls business unit has been integrated into the Primedia Outdoor stable. With the integration, Primedia Outdoor’s total media offering makes major retail and brand platforms accessible to advertisers, offering media solutions that integrate shopper connections during the path to purchase journey.