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‘Rubbish billboards’ reduced trash left on Mount Fuji by a fifth claims Ogilvy

A billboard made from rubbish is the creative idea behind a campaign by Ogilvy for Japanese non-profit group Fuji-san Club.

'Rubbish billboard'

‘Rubbish billboard’

A case study video uploaded to YouTube by Ogilvy Asia yesterday explained how making billboards out of the trash dumped on Mount Fuji helped boost volunteer numbers for the NGO and reduce the volume of litter left on the mountain by almost one fifth.

“Framing the natural beauty of Mount Fiji with the terrible problem afflicting it, we were able to bring to the attention of Japan its most iconic and picturesque sight,” the narrator in the case video says.

The video explains how the billboards became tourist attractions in their own right, and awareness of the issue of litter dumping on the mountain was raised in social media.

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