Alliance Media, Africa's largest Out of Home (OOH) media company has been present in Malawi for over 15 years and the installation of the footbridge was an opportunity for the company to invest back into the community that has supported it over the years.
The location is the busiest highway in Malawi, and as a result many people had lost their lives crossing the highway. Alliance Media has undertaken similar projects in other African Countries and decided to make this much needed donation in order to save lives, maintain the flow of traffic and at the same time, create Malawi's largest free standing billboard.
The official opening was graced by the Member of Parliament for the Area, Ms Eunice Makangala, the Director of Town Planning and Estates, Mr Costly Chanza, officials from the City Assembly and representatives from the Federation for Disability Organisations in Malawi (FEDOMA) amongst other high ranking officials from the government.
Media Specialist for Alliance Media Malawi, Ellen Jumbe explained the uniqueness of the bridge; "This is a first for Malawi. The bridge has a ramp for physically challenged people who have easy wheelchair access. In addition, the bridge will form an important part of the sustainable transport movement to allow pedestrians to cross safely without risking their lives, and we will see an end to the loss of lives at this location."
In addition to the long term intrinsic benefit of the bridge, the building of the footbridge saw community upliftment through the creation of jobs as it was constructed by a local Malawian company. The construction of the bridge is not in any way a departure from the company's core Corporate Social Responsibility programme that is firmly centred around education and youth. Alliance Media is still very much involved in education and youth and is proud to be a patron to the Kachanga School in Blantyre.
The billboard that has been located on the bridge measures a massive 5m x 30m and has instantly become the most iconic billboard site in the country.
Alliance Media Malawi offers a mix of small, mid size and large format billboards to local and international brands in all 28 districts in Malawi. The company which also has exclusive airport advertising rights in Malawi is known for its superior quality structures within the Malawian market.
Aside from operating in Malawi, Alliance Media operates in a further 22 African countries where the group holds the market dominant share in the billboard and airport advertising industry. The company has ensured that the Alliance Media foundation, which contributes to the communities of the countries in which they operate, is active in all countries of operation.