Recycling PSA campaign brings live streaming to billboards across the US

Don’t be too surprised if you catch Alanis Morissette or Bill Maher give you a wink from a billboard as you zoom by on the highway today.

The two are among a group of celebrities and brands participating in a PSA campaign by non-profit Recycle Across America, which will stream their photo shoot from Los Angeles on 500 digital billboards across the U.S. today. The photo shoot event is called “Let’s pose for progress!” and will feature several celebrities promoting recycling.

While the rise of Periscope and Facebook Live in recent months has popularized live streaming, this is the first time that live streaming will come to billboards. The live-streamed photoshoot is expected to generate over 3 million views on the billboards, which are being donated by outdoor advertising agency Lamar Advertising and are timed with Earth Day on Friday.

Celebrities including Kristen Bell, Angie Harmon and Ian Somerhalder among others as well as brands like Whole Foods and Kiehl’s will be participating to promote the non-profit’s standardized labeling solution for recycling bins as well as raise awareness on related issues such as waste going into oceans.

“We’ve live streamed posts from social media on digital billboards before, but we haven’t quite done anything from a live event before,” said Ian Dallimore, director of digital innovation and sales strategy at Lamar Advertising.

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