After months of research and development, the product offers advertisers green printing techniques to small format outdoor posters for the first time with no loss of quality.
Recycled paper and OOH
Claire Kimber, Group Innovation Director at Posterscope, explains: “Rather surprisingly much of the industry will likely assume this process was already in place, but it wasn’t.
“This development represents an enormous step-change for the out of home industry, in response to demand from advertisers to help meet their social and environmental goals.
“Posterscope and MediaCo are proud to offer this game-changing innovation to their clients and are looking forward to the roll-out of the first campaigns on this new recycled paper in Q1 2021.”
Mark Wardle, Group MD at MediaCo continues: “Recycling and the assurance that products have been produced via a sustainable manufacturing supply chain has been part of MediaCo’s evolution over the last 20 years.
“Our continued investment and improvement in a drive towards enhanced sustainability has enabled us to bring this 100% recycled and recyclable product to our UK partners for the first time.
“After much testing, we can now offer a product that delivers all the colour vibrancy of non-recycled paper when printed whilst creating less direct pressure on the environment.”
Unlike current standard paper that has no recycled content, this new paper collects used paper which is de-inked and pulped prior to reaching the paper-making stage.
Old processes also involved using chlorine to brighten the paper, but this recycling process no longer involves the use of chlorine, while all inks used in the printing process are vegetable-based and eco-friendly.
Kimber said: “Posterscope believes in achieving meaningful progress for the brands it partners with and for society as a whole.
“It has ambitious plans in place to significantly reduce its environmental impact as a wider business, and this is an innovation that forms a core element in that sustainability story.
“We are also aware that this is just a start and are looking to incorporate a carbon offset for the distribution elements within this offering.”