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Companies to intro world's 1st live stream billboard celebrity PSA campaign

Lamar Advertising Company is donating the use of hundreds of digital billboards across the country for a campaign from Recycle Across America.

April 20, 2016

Lamar Advertising Company and Recycle Across America, a nonprofit organization that provides standardized recycling bin labels to businesses, municipalities and schools nationwide have come together to introduce what they're calling the world's first out-of-home advertising campaign, according to a press release.

Lamar Advertising is donating on April 21 the use of hundreds of digital billboards across the country which will display a celebrity PSA campaign live-streamed from a photo shoot in Los Angeles promoting Recycle Across America's "Let’s recycle right!" campaign.

This first-ever live-stream photo shoot is expected to result in more than 3 million PSA ad spots across the U.S. Lamar is providing use of the digital billboards at no cost to Recycle Across America during the event and the entire Earth Week. The donation is valued at over $350,000 in ad contributions, according to the announcement.

The event called, "Let's pose for progress!" will be hosted at MILK Studios in Hollywood, California. Celebrity photographer Timothy White is donating his talent to conduct the live-stream photo shoot of celebrities who are lending themselves to promote the nonprofit standardized labeling product for recycling bins, to help recycling and closed loop manufacturing begin to thrive; and to prevent waste from going into oceans.

Some of the celebrities that are currently involved in the campaign include Kristen Bell, Angie Harmon, Bill Maher, Ian Somerhalder, Alanis Morissette, Gabby Reece, Anthony Mackie, Stana Katic, Elvis Nolasco and Josie Maran.

Photos from the "Let’s pose for progress!" celebrity PSA photo shoot and event at MILK Studios will be live-streamed to Lamar's digital billboards across the country.

"Recycle Across America provides a simple, effective solution to help millions of people across the U.S. recycle correctly," said Allie McAlpin, Lamar Advertising communications director. "We wanted to help promote their standardized label solution in an innovative way, and the idea of 'Let’s pose for progress!' came to life. Using our live-streaming technology on digital billboards, we’ll bring this massive PSA campaign to millions of people across the U.S. for Earth Week. This is the first time a celebrity PSA photo shoot will be live-streamed to digital billboards, and we are excited to be a partner in this groundbreaking endeavor."

To support this, Participant Media's television network, Pivot, is donating free ad time. Pivot is providing ongoing airtime for RAA's PSAs and running a social action campaign to help spread the use of RAA's standardized label solution, which expedites environmental progress.

"Recycle Across America is extremely grateful to Lamar Advertising, Pivot, Timothy White, all of our brand partners and the amazing celebrities involved," said Mitch Hedlund, RAA executive director. "Their generosity will help bring this critical PSA campaign and solution to millions of people nationwide, while also making advertising history! The timing of this event is vital as the recycling industry is struggling here in the U.S., indicated by recent mass closings of recycling plants nationwide, including 200 in the state of California alone."

According to Hedlund, most people aren't aware that recycling in the U.S. is on the verge of collapse due primarily to the mistakes people make when recycling.

"The solution of standardized labels on recycling bins is deceivingly simple, yet profoundly impactful and it works," he said. "So this historic event to promote the ' Let's recycle right!' campaign and the standardized label solution has the ability to significantly transform society's environmental impact, which is why we’re so grateful to have these leaders involved."

The recycling theme will be carried on throughout the evening. Outdoor gear and lifestyle brand RAREFORM will be repurposing a Lamar billboard vinyl featuring RAA's PSA campaign into a limited-edition surfboard and duffel bags that will be given to celebrities at the event.