Sustainable outdoor advertising with impact
If communication is meant to do more than simply be seen — if it is meant to drive real change — it requires formats that deliver genuine added value. This is exactly what the current campaign supporting the Pelorus Jack Foundation, founded by actor and environmental activist Hannes Jaenicke, demonstrates: Together with partners from the DOOH industry, climAD by Green City Solutions is bringing an important message to where people are on the move — into public spaces.
Sustainable outdoor advertising and social commitment
At a glance, the campaign visual makes its purpose clear: protecting the rainforests of Borneo and highlighting the loss of habitat for both animals and people.
For Green City Solutions and climAD, this project is a strong example of how sustainable outdoor advertising and social commitment can come together: Brand and media presence become visibility with impact.
The project was initiated by “the industry platform IDOOH and the agency It Works Group”.
DOOH that reaches people — and makes responsibility visible
Digital outdoor advertising is particularly powerful in everyday situations. As It Works Group puts it: “Our message reaches people exactly where they are most attentive: in the waiting and transition moments of everyday life.”
The campaign visual also reflects this sense of “everyday life”: It “shows an orangutan as a commuter. The message: while the other passengers are looking forward to going home, this endangered species no longer has one”.
The scale of the project is reflected in the breadth of the joint initiative: according to IDOOH, DOOH media space worth more than one million euros has been made available for the donation campaign. invidis also reports on a campaign involving cash donations and media space valued at “almost one million euros” – “various DOOH providers [making] advertising space available pro bono”. The partners, “who made this initiative possible”: Weischer.OOH, planus media, add2 GmbH, Flughafen München, INOVISCO, eisbach.media, Cittadino GmbH, Rechargy Powerbank To Go, OCEAN Outdoor Germany GmbH, WallDecaux, TV-Wartezimmer, UNICUM TV GmbH, Executive Channel Network (ECN), Deutsche Hochschulwerbung and climAD by Green City Solutions GmbH.
Joining forces for more livable cities and greater awareness of climate action
What makes this initiative particularly compelling is the combination of reach, relevance, and responsibility. Nadia Abou El Ela, Managing Director of IDOOH, sums it up perfectly: “Even though DOOH is one of the more environmentally compatible forms of advertising, as an industry we still bear responsibility for our carbon footprint. That makes it all the more important to use our reach strategically for sustainable projects”, as quoted by invidis.
Photos: Pelorus Jack Foundation & It Works Group
For climAD and Green City Solutions, this is exactly the ambition: to create advertising with added value — advertising that does not just attract attention, but becomes part of a more sustainable city. Or, as IDOOH described the campaign launch on LinkedIn: “The event in Munich was […] a strong symbol of solidarity, responsibility, and the power of DOOH” . More about the campaign and its background can be found in the IDOOH blog article “Joining Forces for a Good Cause: The DOOH Industry Supports Rainforest Protection in Borneo”.
This turns digital communication into more than just reach: it becomes a contribution to climate action, rainforest protection, and more livable cities.