Mumbai, December 2024 – Publicis OOH India, a key part of Publicis Groupe India, has introduced an innovative green initiative, FlexForward, to transform the lifecycle of vinyl flexes used in Out-of-Home (OOH) advertising. This groundbreaking programme addresses the environmental challenges posed by billboard waste and introduces a model that benefits the planet and local communities.

The Problem: Wasteful Vinyl Flexes in Advertising
Vinyl flex, a commonly used plastic material for banners, hoardings, and other promotional tools, poses significant environmental issues. Disposed flexes often end up in landfills, contributing to plastic waste and pollution. FlexForward tackles this issue by reimagining waste management in the OOH industry, turning billboard waste into sustainable opportunities.

The Solution: A Transformational Green Initiative
FlexForward, in partnership with leading NGOs like Goonj, collects used flexes post-campaign and repurposes them into eco-friendly, practical products such as:

Rain Tarps
Tote Bags
Women’s Utility Pouches
These repurposed items are then distributed to marginalised communities, creating social impact while promoting sustainability.

Superhero Flexes: The Creative Inspiration
The initiative adopts the concept of “superhero flexes,” representing transformation and change. This creative strategy underscores the importance of repurposing and highlights the active role of communities in workshops where used flexes are cleaned, cut, and crafted into utility items.

Scaling Sustainability Across India
FlexForward has already made a remarkable impact in cities like Mumbai and Delhi:

Mumbai: Over 7 lakh sq. ft. of flex repurposed.
Delhi: Over 5 lakh sq. ft. of flex collected and transformed.
These efforts have successfully diverted tonnes of waste from landfills, demonstrating the scalability of sustainable practices in advertising.

Community Involvement and Collective Action
The programme’s success lies in its ability to involve local communities at every stage:

Collection: Local volunteers help gather discarded flexes.
Transformation: Community members participate in workshops to create new products.
Distribution: Finished items are shared with underprivileged groups, spreading the initiative’s social and environmental benefits.
This hands-on involvement creates awareness and fosters a sense of collective responsibility toward sustainability.

Leadership’s Vision for Sustainability
Sejal Shah, Managing Director of PMX India, emphasised the initiative’s holistic approach:

“FlexForward brings sustainability through reuse of materials and blends innovation with social responsibility. At the core of our business goals is an unwavering commitment to environmental protection, sustainability, and social progress. FlexForward is a bold step in redefining sustainability in advertising. It’s not just about reducing waste; it’s about creating a green movement and empowering communities. This initiative is a testament to the transformative power of collective action to make a meaningful difference.”

Amplifying Impact Through Social Media
Social media plays a vital role in showcasing the journey of FlexForward. Campaigns highlight:

The Lifecycle of Repurposed Flexes: Before and after stories of discarded flexes turned into utility items.
Human Stories: Narratives of the people and communities directly impacted by the initiative.
Call to Action: Encouraging individuals and organisations to adopt similar sustainable practices.
These campaigns not only spread awareness but also inspire others in the advertising industry to take up similar green initiatives.

A Win-Win for the Planet and Communities
FlexForward exemplifies the fusion of sustainability and social responsibility. By addressing environmental concerns and supporting marginalised communities, the initiative sets a new benchmark for corporate social responsibility (CSR) in advertising.

Impact Metrics: A Closer Look
Waste Reduction: Preventing thousands of tonnes of flex waste from entering landfills.
Community Empowerment: Providing marginalised groups with essential items while involving them in the transformation process.
Sustainability Awareness: Educating industries and individuals about the importance of repurposing materials.
A Movement for Change
FlexForward goes beyond being a waste management programme—it’s a movement for sustainable change. By focusing on the triple bottom line—people, planet, and profit—Publicis OOH India showcases the advertising industry’s potential to drive meaningful, large-scale change.

A Call to Action for the Advertising World
The success of FlexForward sends a powerful message: sustainability and innovation can go hand-in-hand to solve real-world problems. Publicis OOH India urges other stakeholders in the advertising industry to join this green revolution, proving that collective action can indeed make a difference.

FlexForward is more than just an initiative; it’s a blueprint for a future where advertising doesn’t harm the environment but contributes to its restoration. With this bold step, Publicis OOH India sets the stage for a greener, more responsible industry.

Author: Sonali kamble