On the back of an unusual initiative, Emirates NBD upcycled (reuse to create a higher value product) PVC advertising billboards banners into sturdy school bags and pencil cases for school children. The media agency handling this initiative with the bank is Mediavest. The initiative, part of Emirates NBD’s sustainable programs ‘Passion for Giving’ and ‘Green with Pride’ will be carried out on an ongoing basis to support underprivileged children across the world.
Beyond its humanitarian purpose, the initiative is tackling more than one facet of sustainable development in the UAE , particularly that of outdoor billboard waste management. Effectively, it is about recycling outdoor material and repurposing it at the service of communities.
The first distribution saw over a 1,000 one-of-a-kind colorful satchels distributed to children in SOS Children’s Village programmes in Lebanon. SOS Children’s Villages is an international, non-governmental social development organisation that provides care, education and health services to children who have lost or who are at risk of losing parental care in 134 countries, including the Middle East and North Africa region.
This is one of the ways in which Mediavest is rethinking traditional media and building on it for forward thinking work that extends the lifespan of a simple client campaign into creating human experiences.
