AfriSam Transforms Billboards into Building Materials for Families

Families living in informal settlements across South Africa face significant challenges in constructing durable homes. Many rely on makeshift materials such as plastic sheets, wooden scraps, and metal to create shelters that are often inadequate to withstand harsh weather conditions. According to recent estimates, over two million households in South Africa inhabit such informal dwellings, which frequently lack basic services and sustainable protection.

In response to this pressing issue, leading construction material supplier AfriSam has initiated an innovative project that repurposes billboard vinyl into essential building materials. Recognising that this material is often used for insulation and waterproofing in informal housing, AfriSam saw an opportunity to address both waste and community needs.

Instead of traditional advertising, the company redirected its out-of-home media budget to sites with unwanted billboards, transforming them into a resource for vulnerable communities. Street-facing billboards now display a simple call to action, encouraging residents to take the used vinyl to strengthen their homes. As these materials are collected, they are replaced with new vinyl, effectively turning advertising infrastructure into a consistent source of building supplies.

Stephanie Hunter, the creative director at Promise, AfriSam’s advertising partner, commented on the initiative: “This is about using what already exists to help where it’s needed most. Instead of ending up as waste, these materials are now helping families reinforce their homes.” This approach not only reduces waste but also demonstrates how small changes in resource management can create significant impacts.

From Waste to Resource

The initiative has evolved beyond simply providing materials. In 2026, AfriSam took a further step by donating 1,000 bags of cement to assist families in upgrading from temporary structures to more permanent homes. Recognising the vast scale of the challenge, AfriSam is also inviting other brands and media owners to join the effort by donating surplus billboard vinyl rather than sending it to landfills.

The overarching goal is straightforward: convert advertising waste into valuable building materials while encouraging the industry to reconsider how it supports the communities within which it operates. Such initiatives underscore the idea that meaningful progress can arise from thoughtful, incremental changes rather than grand gestures.

The commitment to repurpose existing resources highlights a shift in perspective. Advertising infrastructure is becoming a distribution network, while waste transforms into a vital building resource. This initiative serves as a powerful reminder that practical solutions often lie within the everyday resources at our disposal, offering a path toward sustainable community support.

By redirecting business assets to address real human needs, AfriSam exemplifies how companies can make a difference while also fostering a sense of community resilience. The project not only reinforces homes but also builds hope for families striving for a better quality of life amidst challenging circumstances.