Advertising in the cycle: first recycling solution for large-format advertising media launched
ONE TWO MORROW pilot project shows alternatives to the linear advertising model
Advertising banners, posters, POS materials: in the traditional advertising industry, these products are short-lived. After a few weeks in use, they usually end up in thermal recycling. This not only produces large amounts of waste, but also considerable CO₂ emissions. The ONE TWO MORROW project now wants to show a different way - and is the first provider to introduce an industrially organized recycling system for advertising materials.
Background: A neglected waste problem
The production and disposal of large-scale advertising materials has hardly been addressed in the public debate on sustainability. According to TREVISION, several hundred tons of printed plastics are incinerated in Austria every year for advertising purposes alone - with an emission factor that, according to the company, is around 2.5 times the weight of the waste.
The industry itself has so far offered few structured solutions, apart from selective reuse or upcycling initiatives. A complete return of materials to the raw material cycle has not yet been established.
Pilot project with recycling certificate
The ONE TWO MORROW project aims to address this situation. The approach is based on three years of research and a newly developed recycling system that is being implemented on an industrial scale for the first time. The materials are collected after the campaign, sorted, processed into granulate and reused. The process is supported by scientific monitoring and a CO₂ balance sheet. Participating companies receive a corresponding certificate.
According to Managing Director Jürgen Marzi, the project sees itself as a practical counter-model to "greenwashing in the advertising industry". The system was developed over a period of three years in collaboration with external research partners.
An isolated case or a model with a future?
According to observers, whether the model can become more widely accepted also depends on regulatory developments. The introduction of stricter EU requirements as part of the Green Deal and growing social pressure on companies will at least increase the incentive to address the circular economy in the area of marketing.
About the project: https://www.trevision.at/de/one-two-morrow/
Image: From used advertising banner back to raw material: TREVISION Managing Director Jürgen Marzi presents ONE TWO MORROW, the first closed material cycle for advertising materials. © TREVISION
