Aviva Takes Sustainable Steps with 100% Recyclable Posters for ‘It Takes Aviva’ Campaign

Aviva is taking a step to improve sustainability in their out-of-home advertising by moving to 100% recyclable outdoor six-sheet paper-based posters, starting with their latest ‘It takes Aviva’ campaign. 


‘It takes Aviva’ launched in April, and is the financial giant’s biggest brand campaign in five years. The ads, featuring Scottish actress Shauna MacDonald, illustrate that Aviva is 'more than insurance' and were created by Adam & Eve/DDB.

Working with Zenith and Prodigious, the outdoor six-sheet paper-based posters will be printed on 100% recycled and recyclable stock, using solvent free, non-toxic water-soluble inks. 

The posters are sustainable throughout their full life cycle: the Publicis Groupe agencies will work closely with media owners to reduce wastage, arranging the collection and recycling of the posters at end of life. 

The posters will capture audiences at a local level as lockdown restrictions continue to ease, opting to target local high streets, retail hubs and residential areas, rather than commuting hotspots.

This announcement comes after Aviva committed to becoming a Net Zero company by 2040, and have Net Zero operations and supply chain by 2030.

Raj Kumar, brand and reputation director at Aviva said: “Sustainability is a fundamental part of Aviva’s strategy and integral to what we do as a business. Because of this, it is very exciting to be one of the first brands to commit to using 100% recyclable posters in our out-of-home advertising. At Aviva, by 2040 we aim to have Net Zero carbon emissions from all our shareholder and policyholder assets where we have decision making control.”

Clare Passfield, head of OOH operations and activation at Publicis Media said: “Recyclable advertising is a massive step for OOH as we work towards reducing the impact our industry has on the environment. We are very pleased to have worked with Aviva on these 100% recyclable posters, and we hope to see more brands have sustainability front of mind going forward.”