Lamar Partners With Rareform to Repurpose All Billboard Material

Baton Rouge, Louisiana based out-of-home advertising company Lamar announces a partnership with Los Angeles-based Rareform, a recycling-based lifestyle brand specializing in converting billboard materials into high-quality products. The partnership will result in a dramatic increase in the recycling of used materials from Lamar’s billboards.

Rareform will collect Lamar’s used polyvinyl chloride (PVC) and polyethylene (PE) billboard material at the conclusion of campaigns run on Lamar billboards and then convert and repurpose those materials into a variety of consumer and industrial products, such as tote bags, backpacks, duffel bags, and even shipping pallets. Lamar estimates it will able to repurpose more than three million pounds of PE and two million pounds of PVC materials out of landfills annually.

“We have always been committed to sustainable business practices at Lamar and have incorporated eco-friendly practices into our day-to-day business,” says Sean Reilly, CEO of Lamar Advertising Company. “In linking up with Rareform, we are deepening that commitment by giving billboards a second life and ensuring that no billboard winds up in a landfill.”

Lamar says it has long been an industry leader in reducing the environmental impact of OOH campaigns. Lamar was the first to move from poster paper to a recyclable polyethylene substrate on poster billboards, to spearhead the adoption of energy and cost-efficient light-monitoring systems, and it says it was ahead of the industry in deploying energy-efficient LED lighting and solar panels on its billboards.