A storm that blew through Harare Zimbabwe last night caused significant disruptions as strong winds and heavy rainfall battered the city. Several large trees in the capital were knocked down under the force of the gale. Additionally, a number of conventional advertising billboards succumbed to the elements and collapsed.
Reports indicate billboards from various local firms were among the structures badly damaged. Numerous billboards belonging to local advertising companies gave way, some collapsing onto roadways and sidewalks below. For drivers, these fallen billboards pose a safety hazard. For brands, it means costly repairs and interrupted advertising.
Thankfully, no injuries were recorded.
But it begs the question – why were so many signs unable to withstand what should have been forecasted weather?
One cannot help but question the engineering and durability of the traditional billboards used in Harare.
How were they able to come crashing down so easily?
Structural Design versus welding?
Local companies have relied on the same static poster billboard designs for years with little change. At what point must they examine upgrading to more robust designs able to endure Harare’s unpredictable climate?
Digital displays offer the advantage of structural fortification along with remote updating of advertisements as needed. Should Zimbabwean firms consider following the example of global leaders like JC Decaux to incorporate modern, sturdier technologies into their outdoor marketing?
Last night’s storm exposed a potential shortcoming in the infrastructure of conventional billboards widely used locally. Residents and civic officials will no doubt be asking whether these types of signs pose a safety issue should they fail under storm conditions. Advertisers as well must evaluate the reliability of the billboard structures promoting their brands. In the interests of public protection and business continuity, is it time for Zimbabwe’s capital to move towards more resilient digital options for outdoor media space? Only further investigation will provide needed answers.
I feel that the City of Harare’s Department of Works is complicit in the poor billboard infrastructure workmanship issue. There should be standards for putting up such.structures. After erecting the billboards the munucipality should inspect the structures and demand that corrections be made where necessary until it is satified. This is because poor billboard structures are a safety issue. We are lucky that the 16 Oct storm occurred at night. Some billboards could have fallen on bypassing vehicles injuring or killing people.
You suggested that the billboard space hiring marketers should check billboards for structural integrity before leasing the space. But marketers are not engineers. City of Harare inspection records about a specific billboard at a specific site should assist them in checking the strength of a billboard structure if the local authority does it right. A fallen billboard carrying a brand marketing message gives the impression of a falling brand.
Another thing about billboard structures. They should be sound aesthetically. A great brand on a rusty billboard structure compromises the brand’s image in the eyes of the market.