One of North America’s largest outdoor advertising companies is partnering with a non-profit on the world’s first-ever live-stream billboard campaign. Lamar Advertising Company is donating the use of hundreds of digital billboards across the United States at no cost to Recycle Across America (RAA) to promote its “Let’s recycle right!” campaign during a live-streamed photo shoot event on April 21, 2016 and throughout Earth Week.
Recycle Across America provides standardized recycling bin labels to businesses, municipalities and schools nationwide, to make it easier for people to “recycle right.”
“Most people aren't aware that recycling in our country is on the verge of collapse due primarily to the mistakes people make when recycling,” said Mitch Hedlund, RAA’s Executive Director. “The solution of standardized labels on recycling bins is deceivingly simple, yet profoundly impactful and it works. So this historic event to promote the Let’s recycle right! campaign and the standardized label solution has the ability to significantly transform society’s environmental impact.”
The photo shoot event, called “Let’s pose for progress!” will feature several celebrities promoting recycling, closed loop manufacturing and RAA’s labeling solution for recycling bins, as well as raising awareness on related issues such as waste from going into oceans. Famed photographer Timothy White is donating his talent to conduct the photo shoot, which will be hosted at MILK Studios in Hollywood, Calif. between 7:30 and 11:30pm local time on April 21. The participating celebrities include:
- Alanis Morissette, seven-time Grammy Award-winning musician;
- Kristen Bell, actress (Frozen, Veronica Mars);
- AnnaSophia Robb, actress (Bridge to Terabithia, Charlie and the Chocolate Factory);
- Anthony Mackie, actor (The Hurt Locker, Captain America: The Winter Soldier);
- Bill Maher, comedian, producer and political commentator;
- Gabby Reece, professional volleyball player, author and model;
- Chris Salgardo, the CEO of Kiehl’s;
- Ian Somerhalder, actor (The Vampire Diaries, LOST);
- Stana Katic, actress (Castle); and
- Angie Harmon, actress (Rizzoli & Isles, Law & Order).
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“We wanted to help promote their standardized label solution in an innovative way, and the idea of ‘Let’s pose for progress!’ came to life,” said Allie McAlpin, the Communications Director at Lamar Advertising. “Using our live-streaming technology on digital billboards, we’ll bring this massive PSA campaign to millions of people across the U.S. for Earth Week. This is the first time a celebrity PSA photo shoot will be live-streamed to digital billboards, and we are excited to be a partner in this ground-breaking endeavor.”
Lamar Advertising’s donation is valued at over $350,000 in ad contributions for the week. Participant Media’s television network, Pivot, is also donating free ad time to support the campaign and is running a social action campaign to help promote the use of RAA’s labels.
“Recycle Across America is extremely grateful to Lamar Advertising, Pivot, Timothy White, all of our brand partners and the amazing celebrities involved. Their generosity will help bring this critical PSA campaign and solution to millions of people nationwide, while also making advertising history!” Hedlund said.
“The timing of this event is vital as the recycling industry is struggling here in the U.S., indicated by recent mass closings of recycling plants nationwide, including 200 in the state of California alone,” he added.
At the event, RAA will also announce the first state in the U.S. to adopt the standardized labeling system statewide – in residences, government offices, schools, airports, transportation centers, and more.
Other initiatives coinciding with Earth Week include Tom’s of Maine and TerraCycle’s #LessWasteChallenge, Disney and Recyclebank’s “Magic of Conservation” campaign to encourage families to recycle, H&M’s World Recycle Week, and Fashion Revolution Week.