Building wrap serves eco purposes

A building wrap mounted on the Sliema front has been praised by a senior Resources Ministry official for serving environmental purposes.

The wrap, featuring a Dove anti-ageing campaign, is made of mesh material measuring 360 square metres and hangs on the front of a site under construction next to the Preluna Hotel, in Tower Road.

Building site management regulations oblige developers to seal off any major development to reduce its impact both visually and on the surroundings.

"This particular building wrap becomes very relevant as the site in question is a prime tourist and recreational area," Chris Ciantar, director at the Ministry of Resources, said. "The directorate welcomes such initiatives by the private sector to abide by the regulations for environmental protection and to reduce the impact of the building industry on neighbours.

"Such an initiative is also commendable as it goes to show that good thinking and coordination between developers and advertisers pave the way for opportunities to cut costs for the developer to manage the construction site and for advertisers to make the best use of important areas by creating structures that look good and give them excellent visibility."

Emma Mattison, senior category manager of Dove, said that the pro-ageing concept of the product prompted the company to think outside the box and come up with a different campaign packaging. "We want to protect the environment as much as we want to protect our skin, so while raising awareness of Dove's products we thought of doing something tangible for the environment."