3D Outdoor Advertising as a Source for Enhancing Environmental Innovation

Document Type : Original Article

Authors

1 Faculty of Applied Arts - Benha University - Benha - Egypt

2 Professor of Space and Field Sculpture and Dean of the Faculty of Applied Arts, Benha University

3 BANHA UNVIRESETY

Abstract

abstract:

With the increasing environmental challenges facing the world today, environmental innovation has become a key pillar to achieve sustainable development and reduce the negative impact of human activities on the environment. This type of innovation aims to find advanced solutions that contribute to the conservation of natural resources and enhance energy efficiency. The focus is no longer only on sustainable production, but has extended to various sectors, including the field of advertising, where companies and institutions seek to employ modern technologies that contribute to raising environmental awareness and encouraging positive behaviors In this context, outdoor advertising has come to represent a powerful means of mass communication, as it directly affects public awareness and plays a key role in spreading environmental values, and with technological developments, these advertisements have taken more creative and influential forms, as they are no longer limited to traditional means rather they adopted new concepts based on sustainability, three-dimensional advertising has emerged as one of the prominent innovations that combine visual appeal and environmental responsibility, enhancing its impact on achieving sustainability goals, which are among the strategic goals of Egypt's Vision 2030.

Overall, environmental innovation in outdoor 3D advertising is an important step towards achieving a balance between commercial promotion and environmental protection, as it contributes to creating a more sustainable media environment in line with global efforts to reduce pollution and promote responsible use of resources.

Recognizing the growing importance of this direction, it has become increasingly vital to develop innovative strategies that seamlessly integrate advertising messages with environmentally responsible practices. Such strategies aim to raise individuals’ environmental awareness and promote the adoption of sustainable behaviors. Furthermore, fostering collaboration among designers, advertisers, and policymakers has become essential to support these innovations and ensure they generate measurable positive impacts on both the environment and society.

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