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The Manchester-based large-format print group developed the substrate in partnership with OOH media agency Posterscope and an undisclosed European paper mill.
The project was born from a number of Posterscope clients requesting the use of recycled grades in their campaigns, which led the agency to approach MediaCo to investigate the possibilities.
Posterscope group innovation director Claire Kimber said that much of the industry would likely assume that recycled products were already available for OOH projects, but this was not the case.
“[So,] this development represents an enormous step-change for the out of home industry, in response to demand from advertisers to help meet their social and environmental goals,” she said.
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