No Ugly in Advertising First

Mumbrella, 12 October 2022
Andrew Banks

In an Out-of-Home industry-first for New Zealand, JCDecaux has launched new sustainability footers, allowing advertisers the ability to let audiences know they have made a sustainable media choice by partnering with JCDecaux.

Mike Watkins, country head of JCDecaux New Zealand, said: “Our sustainability credentials are extremely important to us and we continually look for ways to further develop this area of our business. This new development came about in response to strong market demand from our advertisers, keen for customers to understand that they’ve made a sustainable choice in an advertising partner.”

No Ugly Wellness is the first advertiser to make use of the sustainability footers for its spring JCDecaux campaign featuring across static Large Format Future Banners and digital placements. No Ugly has a strong sustainability focus and is working towards B Corp certification of which environmental impact is one of the key pillars.

Aaron Taylor, co-founder of No Ugly commented: “We strive to eradicate as much ‘ugly’ from the world as possible so while our products are designed to help people live their best life, we also aim to remove what ugly we can from our supply chain. We chose to partner with JCDecaux because of our shared values, which will help us achieve our goal of being B Corp Certified by Christmas. I’m hopeful many other brands will choose to pony up and do the same in future.”=

In 2020, JCDecaux launched the Future Banner, a more environmentally friendly static billboard skin that is PVC free and reduces landfill waste, for use on standard 12×3 and 6×3 frames. This product is exclusive to JCDecaux.

JCDecaux sustainability footers are offered in three formats and have been tested visually to ensure they don’t compete with creative saliency and can be read by engaged viewers.

For static Large Format billboards, the footer message is ‘Printed on PVC Free FUTURE BANNER’, while digital campaigns showcase ‘The sustainable choice’.

JCDecaux New Zealand received official carbon zero certification from Toitu Envirocare earlier this year for its business, products and services. JCDecaux globally was the first Out-of-Home company to join RE100 – a global leadership initiative committed to 100 per cent renewable electricity. JCDecaux is the only RE100 Out-of-Home business in New Zealand.

Read the article on the Mumbrella website here