The four by three metre billboard has been designed to be slowly nibbled away over a month, giving a boost to local wildlife.
Brand new billboard is entirely edible
A massive billboard has been erected in central London that is entirely edible for local insects and birds. The four by three metre advertisement is designed to be gradually eaten over the course of a month, providing a boost to the local wildlife.
The billboard is adorned with hundreds of plants, flowers, and seeds that attract pollinators, as well as fully edible nut husk bird feeders to lure local wildlife. Although it appears in pristine condition now, by the end of April, only the frame made from low-carbon concrete and recycled aggregates will be left. The eco-friendly billboard was erected to celebrate the rebranding of sustainable construction brand Aggregate Industries to Holcim UK, adopting the name from its parent company, The Holcim Group.
Lee Sleight, CEO at Holcim UK, commented: “Making sustainable construction a reality is at the heart of our UK strategy, so we wanted to launch a campaign that highlights our commitment to this goal, and gets more people talking and thinking about sustainability.
“Not only does our Sustaina-billboard use low carbon and recycled materials, it also helps to encourage biodiversity and wildlife – something which plays a key part in our mission to build greener, more sustainable communities now and for generations to come.”
Accompanying their eye-catching billboard, the brand has shed light on the nation’s commitment to green living. They found from a poll of 2,000 adults that a quarter are unsure about how to properly incorporate sustainability into their day-to-day, even though they believe it’s important.
Over two thirds wish they gave sustainability more thought, but a stubborn 18% find it difficult because they don’t physically see the results of their actions. Holcim UK’s big boss Lee Sleight remarked: “It’s clear from our research that while many people recognise the importance of sustainability, there is still a gap in understanding around how to integrate it into daily life.”
Although eight out of ten would enjoy if there was more green spaces, only 41% reckon urban areas are built with an eco-friendly mindset. Improved air quality, drawing wildlife closer, and a boost for mental and physical wellbeing are seen as the top perks of greener surroundings.
Over half of the population, reckon that if sustainable options were more accessible, it would encourage people to live greener lives. Additionally, 50% believe that increased awareness and education on the subject would be beneficial.
However, when it comes to primary motivations, over a third say financial savings is the main reason they’d adopt a more sustainable lifestyle, followed closely by the desire to lower their environmental footprint (33%) and improve their health gains (23%).
When asked who should take responsibility for improving sustainable living, 56% said it’s up to individuals. However, a whopping 69% believe the government should step up. Over half also think that global or national businesses should shoulder some of the responsibility, with a significant 80% believing companies should be more transparent about their sustainability policies.
Interestingly, the top three industries that people believe could do more for the environment are energy, manufacturing, and fashion. Almost half, also think the construction industry should be more sustainable.
Lee Sleight chimed in on the findings: “The research findings prove we need to make sustainability more accessible, practical, and visible for everyone.
“We’re on course to be a zero emissions company before 2050 as well as aiming to empower individuals and businesses to take meaningful steps towards a greener future.
“Because every action, no matter how small, will make a difference.”