Herb garden grows from billboard in Australian Ethical campaign

Australian Ethical features a herb garden on one of its billboards in Carlton to represent the “fastest growing super fund in Australia”.

The announcement:

Melbournians shows appetite for fresh advertising approach

Traditional billboard advertising has been given a makeover with a new and innovative herb garden growing in Carlton, a high-visibility area in Melbourne’s inner-north. Australian Ethical Super, the fastest growing super fund in Australia in 20161, in partnership with leading outdoor media company, APN Outdoor, has taken the refreshing approach to create interaction and give back
to the community in a completely different and tangible way.

Australian Ethical, a super fund that only invests in companies that are good for the planet, people, and animals, has made a selection of fresh herbs available to the community in the hope it will encourage locals to engage with their super and think about its social impact.

Chief Customer Officer at Australian Ethical Allyson Lowbridge said the inner-north Melbourne community are highly attuned to social and environmental issues.

“Research has shown Carlton locals are more eco-conscious and environmentally savvy, with more than 30 per cent believing government needs to take urgent action on climate change,” Ms Lowbridge said.

“Encouragingly, 15 per cent believe businesses have a responsibility to tackle environmental problems, and nearly 7 per cent believe they can personally make a difference.

“The project was about utilising billboard space in a way that would challenge traditional ways of thinking. People can go up to the herbs and smell, feel, and taste them and then take those herbs home. Not a ‘normal experience’ for a super fund.

“We are always pushing for really innovative ways to connect with our community and potential customers and will continue to do more in this space to help people realise the power they can have through their super.”

Carlton local Todd Beavis said, “I’ve seen a lot of people stop and take a second look. You see people have a chat about it and urge each other to take some herbs. It’s a good way to get people’s attention and create a sense of community at the same time.”

Australian Ethical developed this interactive advertising concept in partnership with APN Outdoor. The innovative ‘garden’ is being regularly maintained for passers-by to take advantage of a herb cutting or two. APN Outdoor General Manager – Marketing, Charlotte Valente, commented, “We are thrilled to be involved in bringing Australian Ethical’s campaign to life, especially when it speaks so directly to the heart of communities, in this case Carlton. The effectiveness of classic billboards is amplified by this engaging activation, a perfect demonstration of local impact with broadcast scale”.

The herb garden is available until the 19th March at 32 Grattan St, Carlton.


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