The billboard is one of three that Ricoh has called “eco-boards,” all of which are 100% wind and solar-powered. The other two billboards are in New York and Sydney. According to a press release from Ricoh Europe, “The European eco-board is located on the M4 motorway which runs from London to London Heathrow airport, the gateway to Europe. The eco-board is powered by 96 solar panels and 5 individual wind turbines and forms a key part of Ricoh’s overall commitment to raising environmental awareness in the region.”
The company has promoted eco-friendly products in the past. According to Treehugger, Ricoh also introduced printers made of plant-based plastic in 2006. These billboards are an advertisement for the eco-boards themselves as well as a call for environmental protection.
According to Ricoh, “Although the eco billboards have only a small direct effect on reducing our environmental impact, we hope that the messages communicated through the billboards will help more people aware of environmental issues and lead to a greater movement toward the creation of a sustainable society.”