This is an initiative to reuse unused OOH materials, developed to collaborate with children who need it the most, as part of the start of classes, aimed at sustainability and generating genuine employment opportunities in the region.
Unilever, with its brand Ala, joins ‘Una Vuelta +’, the circular economy project created by the Gestionar Esperanzas Foundation and Latcom, with the objective of generating employment opportunities in vulnerable communities in Latin America by reusing OOH campaign materials.
Latcom, a company specialized in OOH, DOOH, and programmatic media trading, is committed to sustainability, which is present in all of the company’s processes. As part of this commitment, the Gestionar Esperanzas Foundation was created, which aims to actively participate in environmental care, social inclusion, and human and community development of children and families in vulnerable situations.
On this occasion, and in the context of back-to-school, Ala joined Una Vuelta + by donating the material from its OOH campaigns, which were then turned into new pencil cases and distributed with smocks to 300 children from 10 schools in the town of Gualeguaychú.
A total of 450 pencil cases were produced, which were made by women from CAVA and Centro Comunitario Bajitos de Tigre. That’s why these products bear the Social Bio ecological seal, which guarantees that they were made under socially sustainable processes and have social impact on community organizations. They also have a label that seeks to generate environmental awareness with a legend that says “This pencil case that you have in your hands was made with advertising billboards from the Ala brand, which were reused to give them a new opportunity.”
Karina Vázquez, LATAM and LATAM USA Commercial Director of Latcom, who leads the ‘Una Vuelta +’ project, adds: “From our position, we are convinced that being able to accompany so many vulnerable children at the start of their classes and provide genuine employment in women’s communities that need it, generating value together with Ala through this program, is the best result we can have as a company, and of course, it is a great personal satisfaction.”