oOh!media creates sustainable OOH campaign for Australian Ethical Super

Australian Ethical Superannuation has set a benchmark for environmentally conscious advertising in Australia, with the most sustainability-focused Out of Home advertising campaign ever executed by oOh!media.

Partnering with Australian Ethical’s media agency, Benedictus Media, each element of the campaign was planned with environmental considerations at the forefront. This marks the first time that oOh! has delivered a campaign where sustainable execution was prioritised.

Sarah Young, Group Director ESG oOh!, says, “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 using 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.”

Running in Sydney, Melbourne, Brisbane and Perth, it 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 powered by solar, including more than 800 bus shelters or sites 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.

A complete post-campaign emission analysis conducted by oOh! shows an 84% savings in electricity-related emissions due to the deliberate selection of sites that use 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. They are Australia's first publicly listed company to achieve B Corp certification.

Emma 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! 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, adds, “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.”

oOh!media says it is committed to evolving its sustainable offering, working towards industry initiatives such as Ad Net Zero, and leading efforts to reduce the environmental footprint of advertising while delivering strong results for brands.