Lifestyle apparel brand Love Your Melon's (LYM) new campaign with Clear Channel Outdoor (CCO) is recycling the vinyl bulletins into product whose proceeds will support pediatric cancer.
Although this campaign has philanthropic roots, this is not a pro bono effort for either CCO or LYM.
Thirty billboards in seven cities, including Boston, Chicago, LA, Milwaukee, New York/NJ, Philly, and Minneapolis, will run messages, "Buy Beanies Fight Cancer" and "Turning Billboards into Products" about its sustainability project through September 2.
The campaign is further amplified with a social media component, including promotional videos on Facebook.
When the campaign wraps, the vinyl billboards will be transformed into backpacks, totes and other products available for purchase on LYM's website for the holidays. Fifty percent of net profit from these sales will be given to the LYM Fund to support nonprofit partners in the fight against pediatric cancer, create therapeutic experiences and fund charitable programming initiatives for children and families battling the disease.
LYM isn't the only company engaged in this type of sustainability. One of the more recent projects kicked off in May when creative shop Dash Two worked with Rareform to convert billboards promoting the Coachella festival into bags and accessories.