Who among us hasn’t returned from the mailbox muttering about the influx of junk mail? Most of these promotions, coupons and offers land in the trash, unread. Newspapers and magazines are also loaded with advertising that adds to the piles of paper. Even if recycled, this material consumes resources the earth will never get back. It’s clear that for businesses, communicating with potential customers can create an environmental nightmare. 

But, even diehard tree-huggers will support the mission of GreenGraffiti. It’s “an environmentally-friendly form of outdoor advertising with a clear message; clean is green.” At last, a carbon-neutral form of communication.

The concept is simple: using a stencil-like template and a power washer, messages are literally cleaned onto sidewalks. Washing away dirt from areas exposed by the template leaves the message for all to see. Logos, designs or slogans can be left behind – all the more noticeable due to the uniqueness of the medium. And for every gallon of water used, the company will donate to clean water projects throughout the world.

• GreenGraffiti was introduced in 2006 by a graphic design firm in the Netherlands as part of an outdoor advertising campaign
• In 2008, the company became a stand-alone business
• Messages are available at a fraction of the cost of traditional outdoor media; companies can invest in one message or thousands

GreenGraffiti messages last up to six months, depending on foot traffic. Unlike traditional graffiti with spray paint which is usually ruled out by local ordinances, it’s hard to imagine legislating against clean. 

In the US, Domino’s Pizza has pioneered the GreenGraffiti approach. This month, residents of Los Angeles, New York and Philadelphia have been spotting the company’s logo and a promotion for the new American Legends pizza on local sidewalks. Adding a scavenger hunt to the mix, the first 250 people in each city to email a Graffiti photo to Domino’s were awarded a coupon to try the new product.

GreenGraffiti is looking to spread its clean messages all over the world via international partners who are seeking an opportunity for “environmental and social improvement.” The business can be run out of a home office with limited overhead, with the added benefit of having the cleanest sidewalks in the neighborhood. GreenGraffiti is hoping to maximize the impact of their novel approach to advertising by minimizing its impact on the earth.

Keywords: advertising, branding, challenger brand, Challenger Branding, Domino's Pizza, environmentally friendly advertising, GreenGraffiti, marketing, outdoor advertising