Concerns raised about environmental impact of mobile ad trucks

A new advertising company's mobile ad trucks are grabbing attention — not only for their new style of mobile ads, but also for the harm their trucks could be doing to the environment.

Lime Media's mobile ad trucks are on the road 11 hours a day, five days a week, delivering advertisers' messages through rotating ad boards on three sides of the vehicle.

The company says the concept works, as evidenced by reactions to what entrepreneur Larry Finnson calls their trucks' "wow factor."

"It's not so busy — like a JumboTron at an intersection that you can't see what's going on — it's not that distracting, but it's enough motion to draw your eye to it," he said.

"I saw these trucks in New York and Seattle, and I thought, 'Wow, let's bring that to Canada,'" said Finnson, who is the same the same Larry who had success with his "Chris and Larry's Clodhoppers" candy creation.

But in an era of increasing concern about climate change, some environmentalists said Lime Media's type of vehicle-based advertising is not appropriate, due to the emissions the trucks produce while driving about 100 kilometres per day.

"Trucks driving around, using this kind of mechanism to display essentially billboards, are creating more climate change and more pollutant problems," said Steve Rauh, an environmentalist with the Winnipeg chapter of the Sierra Club.

"It's an unfortunate kind of business because it gives not only the message that's on the truck, but a message that using technologies that contribute to greenhouses gases is wise."

Using data from Environment Canada, CBC News calculated that one of Lime Media's trucks, driving around as long and as often as they do, would produce 850 kilograms of emissions per month — its own weight in emissions every four months.

Emissions 'offset' by biofuel, deliveries
But Lime Media officials say the company "offsets" its emissions by using bio-diesel to fuel the trucks, and by using them for socially responsible purposes, such as delivering food for Winnipeg Harvest, a major city food bank.

"It's a bonus — you're helping the community, and you're bringing the coolest advertising medium in Canada to the people who want to do it," said Finnson.

At Winnipeg Harvest, Jacquie Johnson-Weight applauded the trucks.

"They're being a great corporate citizen, and they're helping the community at large, which is great for us because they're feeding families," said Jacquie Johnson-Weight with Winnipeg Harvest.

Finnison also points out that his trucks are no worse for the environment than any other commercial trucks on the road all day, every day.

"People haul packages — like, Purolator hauls packages, they take money, they do it, and make money doing that," he said. "The food bank has to haul food, they have to move clothing, the Salvation Army — so we're doing just as much as that, but the bonus is, we have the advertising going, as well, so we're moving for a cause."

Mobile advertising is also raising concerns in other Canadian cities; in Toronto and Montreal, people are organizing protests and lobbying politicians to have them made illegal.

The city of Vancouver has taken action against the trucks, banning individuals from operating, standing or parking on any street "for the sole or primary purpose of displaying advertising."