It Takes Aviva is a new campaign from London-based insurance company Aviva and it is taking 100% recyclable outdoor posters to the streets. There are six paper-based posters in the series that are printed on 100% recycled and recyclable stock using inks that are solvent-free, non-toxic and water-soluble. The posters aim to capture the attention of locals as lockdown restrictions ease, and remind that Aviva is "more than insurance."
Since the posters were created with sustainability in mind, involved agencies will be reducing waste after the campaign has completed, by collecting and appropriately recycling the posters. With this campaign, Aviva is setting itself apart as one of the first brands to commit to using 100% recyclable posters in its out-of-home advertising. Recyclable advertising supports the company's larger vision for 2040.