The Case for Reverse Graffiti
GreenGraffiti CEO, Jim Bowes, argues that the method is an earth-friendly advertising medium. He says that they're not using paper, ink, or backlighting like traditional billboards. The pressure washing is done with water, and even creating the stencil is done with a mach 2 water stream that cuts through steel to etch out a company's design.
Graffiti laws in most parts of the country, including San Francisco, specify that it's illegal to put anything on a public place without permission. However, the reverse graffiti artists argue that they're not applying anything. They're simply cleaning and there's no law against that. Yet. The department of public works says they're looking into enforcement codes to see if they can make a case for outlawing reverse graffiti.
It's a Dirty World
The scary thing to note is just how dirty and gritty the world is. If by simply washing a surface with water causes distinct patterns to emerge, it's a sure sign that urban streets are caked with a thick, disgusting layer of filthy grime. While this isn't exactly surprising to hear, being reminded of it by seeing a small spot of clean sidewalk could have a negative brand effect, completely opposite of what advertisers are intending. Reminding customers of a dirty world isn't necessarily the best way to sell products.
In fact, reverse graffiti can be equated to seeing "wash me" on a dirty car window. While swiping a finger across the surface to create the "wash me" message cleans the actual surface, most would agree that it's an eyesore and rather immature. Companies reverse washing their logos onto sidewalks with this type of graffiti may face the same backlash.
Despite the potential "annoyance factor," this type of green graffiti can potentially gain favor if advertisers show willingness to clean up other parts of the city or donate some funds to city projects where they're posting their messages.
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Comments: 2
GreenGraffiti™ was started by ad guys who saw this problem, turned it into an opportunity and have been trying to take it even further - using this new form of media to do good with. For example, we have established a water foundation called GreenAdsBlue and through this we conrtibute 5 euro cents for each litre or 25 dollar cents for each gallon of water we use. We have so far provided funding that has provided over 800 people with clean drinking water for the next 15 years! Adverting can be used to contribute in a positive way. Advertisers can now use their ad budgets not only to communicate with consumers but at the same time contribute towards making the world a slightly better place.
We have dirty public spaces that is just a fact. But why not stop looking at them as a negative - a cost and turn them into an asset, a profit center - one that can be used in a way that uses advertising budgets to fund public works. It is very much in line with the new trend towards ProSocial marketing.
Last time I checked the public space belonged not to the government but to the public otherwise we should call it government space. It should be used to benefit the public and we think especially these days, creating jobs, cleaning our streets, giving back to local communities and supporting budget shortfalls is more important then the valid concern of monetizing the public space. Do monetize it!
We are in the media business not known for much more then earning billions from ads on... the public space. The difference is that we see this a solution for all cities to use themselves not just something we own and earn from. Please cities, we are ready, willing and able to help you with our knowledge and experience. If we can also play a role and make a little money great but more importantly, use the resources you have to help effect change. Create jobs, support your budgets using your own dirt. This is not about GreenGraffiti® this is about providing a solution to some pretty big problems simply by washing a communication message out of the dirt. Before slamming the door don't you think you should at least look at the opportunities? Advertising may be seen as a necessary evil but we are not evil people. In fact, we are an industry filled with people who care and people who want to make a difference. Let us play a role in what be the helping to fix the mess we helped create.
Jim Bowes
Founder
GreenGraffiti®