The banner, with a surface area of 290 square metres, will be free of heavy metals and plasticisers and will be displayed in Piazza San Carlo, in Turin.
Can advertising banners be made in an environmentally friendly way, without PVC? Polyvinyl chloride (PVC), derived from vinyl chloride, is one of the most widely used plastics in the world. It is used in various sectors and for the production of numerous objects: among these are the large advertising banners that dominate the busiest areas of cities.
According to recent studies, chronic inhalation exposure to PVC has negative effects on human health, and the International Agency for Research on Cancer (Iarc) has classified it in Group 1 (carcinogenic to humans). One, a company specialising in the creation of advertising installations and bespoke special projects, has produced a special advertising banner completely free of PVC.
The banner, created for the advertising campaign of Lavazza linked to the Qualità oro Caffè d'Altura blend, will be displayed in Turin, in Piazza San Carlo. The fabric used is ecological and sustainable, free of heavy metals and plasticisers, and contains neither isocyanate nor brominated compounds — substances that are hazardous to human health. The fabric is also considerably lighter than traditional PVC, weighing approximately half as much, and will therefore have a lower transport impact, resulting in a reduction in CO2 emissions.
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"PVC is harmful to human health and the entire ecosystem throughout its entire life cycle, from manufacture, to use, to disposal," warned the Center for health, environment and justice (Chej), which has also described this material as the most environmentally hazardous plastic. PVC, due to its high chlorine content, creates toxic pollution in the form of dioxins, which accumulate in the fat of animals through the food chain.
"We are very pleased and would like to thank Lavazza for deciding to embrace our proposal for a sustainable banner," declared Emanuele Anselmi, CEO and founder of One. "This is a first step in this direction, which will see us active in the coming months with an integrated offer for our clients on the theme of sustainability".