Johannesburg, 15 October 2013
Continental Outdoor Media, in the past year, has collectively contributed a value in excess of R3 million in media exposure to various non-profit organisations (NPO’s). Continental Outdoor Media regularly donates unsold out-of-home (OOH) inventories and old outdoor billboard flex faces to a multitude of NPO’s in order to give back to the communities in which they operate and to contribute to creating a sustainable environment.
In terms of Corporate Social Investment (CSI), Continental Outdoor Media offer two main services to NPO’s; the first is to increase advertising awareness on its unsold OOH inventories (billboards, street furniture, outdoor digital signage) to promote and assist the relevant organisations’ achieve their mission and objectives. The second is the donation of old billboard flex faces which are used by organisations to make schoolbags and the like that are given to communities in need.
Continental Outdoor Media ‘s contribution to each association/NGO in the form of free design assistance and advertising media space, often amounts to hundreds’ of thousands of Rand within a year to each NGO.
Continental Outdoor Media has provided the ten NGO’s/associations with media space and/or old billboard flex face materials in the past year. Continental Outdoor Media ‘gives conservation wings’ through their sponsorship of BirdLife SA and this year donated in excess of R500 000 worth of media space. They contribute to South African developing communities and again this year donated in excess of R300 000 worth of media space to Afrika Tikkun, who up-lift developing communities in South Africa. Continental Outdoor Media drove the Mandela Day message home with high impact, iconic exposure of the fourth Nelson Mandela International Day on 18 July 2013, by donating in excess of R500 000 worth of OOH sites to the Nelson Mandela Centre of Memory.
In addition Continental Outdoor Media support: The Swaziland Epilepsy Organization (SEO); The Journey of Hope Botswana (Breast Cancer awareness); Malaria No More (Jan/Feb 2013); Cheetah and Wild Dog Conservation in Africa (ongoing); Sparrow Schools (ongoing); Endangered Wildlife Trust (EST) and Deskbags who make schoolbags that re-purpose as desks by recycling of old flex faces. Continental Outdoor Media has and will continue to support the above associations/NGO’s as part of its on-going CSI programme.
“As Africa’s largest Outdoor Advertising company, providing more than 42 000 outdoor advertising opportunities across Africa, Continental Outdoor Media recognises that its corporate responsibility is to minimise the potential for causing harm to the environment in all aspects of its activities. The company strives to build a ‘good’ brand based on sustainable business practices and improve its environmental and social stewardship,” said Bazil Lauryssen, CEO of Continental Outdoor Media.
“We understand and appreciate the value of CSI activities in the markets in which we operate. Over the last year we have supported various charities and organisations who are trying to make a difference, through exposure and marketing support. All these charities are close to our hearts. The CSI programme forms part of the company’s on-going CSI strategy and has the buy-in from all staff and shareholders.” He continues, “Below you find detail of why we have chosen these specific organisations and what they do.”
Continental Outdoor Media upgrade the status and support of Birdlife SA and consequently the protection of our green areas, wetlands and oceans. They are promoting the Flock Conference where Freshly Ground will be performing and have donated inventories to Birdlife SA that include the digital media escalators screens in the Sandton Gautrain station. These are currently running a series of photos of a Fish Eagle catching its prey by renowned photographer Albert Froneman. This show piece for them demonstrates to clients and agencies what can be done creatively with sequential panels and presents a spectacular animated display opportunity for Birdlife SA in a strategic location. Please click on this link http://www.youtube.com/watch?v=cPG8Zwd4DlI to see the panels.
BirdLife South Africa's aims to prevent the extinction of any bird species, maintain and improve the conservation status of all bird species. They conserve, improve and enlarge sites and habitats that are important for birds thus conserving biodiversity. In addition they integrate bird conservation into sustaining people's livelihoods.
Afrika Tikkun, focuses on empowering the next generation of South Africans with a unique model of interconnected core services. Continental Outdoor Media, contributes to Africa Tikkun by providing media space in the form of billboards and digipods at ORTIA, billboards which rotate every second week in different areas, give maximum exposure. Every child deserves a fair start in life, but South Africa’s township children are at an immediate disadvantage due to factors beyond their control. In order to break the poverty cycle, certain basic essentials are necessary. They provide essential services that strengthen families and develop children from “Cradle to Career”, through their purpose-built Centres of Excellence which operate in Gauteng and the Western Cape.
The Mandela Day campaign by The Nelson Mandela Centre of Memory was flighted on Citilites throughout Gauteng, including digital screens in shopping malls across the country, OR Tambo International Airport, Cape Town International Airport, King Shaka Airport in KZN and with an iconic version on the façade of the Continental Outdoor Media Head Office building in Bryanston, Johannesburg. South Africans were encouraged through this medium, to pledge their support on Pledge 4 Mandela Day and to honour the life and legacy of Madiba by making their Mandela Day activity a piece of history, by registering it at Mandela Day. In the words of Madiba, poverty is not an accident and can be removed by the actions of human beings.
Continental Outdoor Media donated billboards in support of the Epilepsy Yellow Golf Day challenge which was held at the Royal Swazi golf course in Ezulwini on 19 July 2013. The Swaziland Epilepsy Organization (SEO) advocates the needs of the people living with epilepsy in Swaziland and the annual golf day is an effort to raise much needed funds to sustain and enhance the livelihood of those either living with or affected by epilepsy.
Continental Outdoor Media in collaboration with the Journey of Hope Botswana (JOHB) erected billboards to in Nata, Maun, Mahalapye and Francistown as the first part of the JOHB National Awareness Campaign for Breast Cancer. The campaign is targeted to Setswana speaking women over the age of 40, and hence three of the sites are near bus ranks. The Gaborone billboard outlines the route for the 2013 JOHB Big Journey which takes the breast cancer awareness campaign around Botswana.
Continental Outdoor Media donated inventories to Malaria No More for their United Against Malaria campaign in nine countries: Angola, Botswana, Mozambique, Uganda, Tanzania, Swaziland, Zambia, Malawi and South Africa. The United Against Malaria campaign features Africa's most well-known football stars, including Didier Drogba, Samuel Eto'o and Steven Pienaar, with malaria messaging reminding people to use a mosquito net every night to prevent malaria and seek malaria treatment at the first signs of fever.
In order to increase the awareness of the threatened carnivores and to reach the respective political decision makers, Continental Outdoor Media donated key out of home media platforms to the Cheetah and Wild Dog Conservation in Africa in Zambia, Botswana, Zimbabwe and Namibia in an effort to drive awareness of about the conflict between large predators of Africa and the human communities they coexist with. Of all the large carnivores of Africa cheetahs and wild dogs need lots of space. Recognition of this led to the range wide conservation planning process bringing together all sectors of society to develop frameworks under which all stakeholders - government, community and private - can work together to ensure the survival of these iconic species.
In February Continental Outdoor Media donated flex faces from 100 Super Signs and 500 Citilites to Deskbags. Recycled flex faces from billboards are used to create durable eco-friendly school bags that double as portable desks. Madelain Roscher, Managing Director of DeskBags, “It is thanks to the actions of companies such as Continental Outdoor Media that the quality of our children’s futures is improved. From their substantial billboard donation we will be able to create approximately 11,000 DeskBags. Lives will be changed with this donation and for that we are very grateful.”
They contribute media space and flex faces to be turned into school bags to Sparrow Schools. Beyond access to education, Sparrow Schools is striving for appropriate education, excellence, well-being, and the capabilities to earn a livelihood in the lives of children and youth living with intellectual disabilities in the greater Johannesburg region. This is accomplished in an enabling environment where dignity is fostered.
Continental Outdoor Media donated old flex faces to the ‘Ethona Ka Wena’ (it begins with you) Cosmo City Clean-up campaign hosted at seven schools in the community in September and October 2013.