Australian Ethical Superannuation has launched a sustainability focused campaign advertising across Australia with oOh!media.
The superannuation teamed up with Australian Ethical’s media agency, Benedictus Media to plan the campaign with environmental considerations at the forefront, marking the first that oOh! has delivered where sustainable execution was prioritised.
The campaign is running in Sydney, Melbourne, Brisbane and Perth, and featured on over 720 advertising sites across Road and Street, blending digital and classic sites.
The campaign leveraged oOh!’s network of more than 15,000 sites which are either powered by solar, which includes more than 800 bus shelters, or, where electricity was drawn from the grid, through GreenPower – the government-accredited renewable energy purchasing programme.
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. In addition, oOh! tested Australian Ethical’s digital creative prior to launch, to help inform decisions on the impact of campaign colour use on energy consumption.
Sarah Young, group director ESG, oOh!, said: “This campaign shows what’s possible in Out of Home when sustainability is considered from the very beginning. From targeting sites on renewable energy to creative testing and the use of recyclable materials, every detail was carefully thought through.
“It’s a significant milestone for oOh! and a clear example of how our industry can continue to drive towards more sustainable media solutions, without compromising audience impact or effectiveness.”
oOh! has also carried out a full post-campaign emission analysis which shows an 84% savings in electricity-related emissions, due to the deliberate selection of sites on renewable power.
As pioneers of ethical investing, Australian Ethical go deeper than mainstream environmental, social and governance (ESG) factors by applying a comprehensive set of ethical criteria.
Managing more than $13.1 billion in assets, all Australian Ethical funds are screened for their ethical and investment merits, with genuine regard for their impacts on people, planet and animals.
They are the first publicly listed company in Australia to achieve B Corp certification.
Emma Grainge, head of brand and communications at Australian Ethical, said: “Our Ethical Charter guides everything we do including how we invest to build our brand.
“It’s been great working with oOh! and together executing the out of home stream of our latest campaign in a way that reflects our values.”
Phil Benedictus, founder of Benedictus Media, added: “When oOh! introduced us to its growing suite of sustainable solutions, Australian Ethical was the obvious client to embrace them.
“We’re proud to have worked with oOh! to create a campaign that not only met communications objectives but also set a new bar for what is possible in responsible, sustainable Out of Home advertising.”