A construction company has created an innovative billboard designed to be completely edible for local insects and birds. Measuring four by three meters, the advertisement is intended to be gradually consumed over the course of a month, offering support to local wildlife.
The billboard is covered with an array of plants, flowers, and seeds that attract pollinators, along with fully edible nut-husk bird feeders. These features aim to draw in local wildlife while providing a natural habitat for various species. While the billboard currently appears pristine, by the end of April, only its frame—constructed from low-carbon concrete and recycled aggregates—will remain.
This eco-friendly billboard was created to celebrate the rebranding of sustainable construction brand, Aggregate Industries, to Holcim UK. The company adopted its new 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.”
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The brand’s impactful billboard campaign was supported by a report examining the nation’s attitudes towards sustainability, highlighting a disconnect for many when it comes to adopting greener lifestyles.
The survey of 2,000 adults revealed that one in four feel uncertain about how to live sustainably in their daily lives, despite understanding its importance. While 65% wish they could focus more on sustainability, 18% find it challenging because the results of their efforts aren’t immediately apparent.
Holcim UK’s CEO, Lee Sleight, reflected on the findings, stating: “Our research shows that although many people recognise the significance of sustainability, there remains a clear gap in understanding how to incorporate it into everyday life.”
The study also revealed that only 41% believe the UK’s urban spaces are designed with sustainability in mind, despite an overwhelming 82% agreeing on the need for greater access to green spaces nationwide. Identified benefits included improved air quality (87%), enhanced habitats for wildlife (77%), and better mental and physical health (76%) through greater exposure to nature.
However, despite acknowledging these advantages, 39% of people admit to only ‘sometimes’ making eco-friendly choices in their daily routines. Common practices include recycling, reducing food waste, and cutting down on plastic usage. When it comes to self-evaluation, nearly half of respondents rated their own knowledge and efforts around sustainability as merely ‘average’.
The nature-friendly billboard popped up in London to feed local wildlife (Image: Joe Pepler/PinPep / SWNS)
When looking at incentives, financial savings (34%) emerged as the chief motivator for individuals to embrace sustainability in their lives more earnestly, followed closely by concerns about the environment (33%) and personal health (23%).
More than half of those polled (53%) believe that making sustainable options more accessible would encourage people to live more environmentally friendly lives, while 50% think that raising awareness and education would also be beneficial.
When asked who is responsible for promoting sustainable living, 56% of respondents said it was up to individuals, but a larger majority (69%) believe it is the government’s responsibility.
Furthermore, 80% of respondents believe that companies should be more transparent about their sustainability policies.
The energy, manufacturing, and fashion industries are seen as the top three sectors that could be more environmentally friendly, with 45% of respondents also citing the construction industry as an area for improvement.
Lee Sleight commented: “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.”