JCDecaux & Justdiggit on World NGO Day: Amplifying Regreening Across Africa

On World NGO Day, the global observance honoring nonprofit and civil‑society action, outdoor advertising giant JCDecaux used its platforms to spotlight its long‑standing partnership with Justdiggit, a landscape‑restoration NGO focused on regreening degraded land in Africa. World NGO Day, established in 2014 to recognize the societal role of NGOs, provided a backdrop for this case study of media‑driven environmental advocacy. 

 

Justdiggit’s mission centers on reversing land degradation and mitigating climate change by inspiring and empowering smallholder farmers across sub‑Saharan Africa to restore vegetation using low‑tech, scalable nature‑based practices. These techniques not only help regenerate ecosystems but also can improve soil fertility and crop yields for rural communities. 

 

Since 2014, JCDecaux has integrated Justdiggit’s campaigns into its Major Causes Support Strategy, offering free advertising space and digital messaging across urban centers in Africa and Europe. In 2021 alone, this support translated into digital displays in 13 African countries and prominent placements in seven European markets, including capital cities such as London and Berlin. The strategy aimed to raise public awareness of landscape restoration’s contribution to climate solutions and to motivate behavioral change among farmers and urban audiences alike. 

 

The impact of this collaboration lies not just in visibility but in engagement: by leveraging JCDecaux’s global reach, Justdiggit’s message touches millions daily, linking community‑level action to broader climate goals. Observers note that such media partnerships amplify nature‑based solutions — which comprise a significant share of the global response to climate change — and help bridge the gap between environmental science and on‑the‑ground practice. 

 

Sources & Reference Links:

JCDecaux: World NGO Day support for Justdiggit — https://www.jcdecaux.com/blog/world-ngo-day-focus-our-support-justdiggit-ngo-dedicated-regreening-africa