Underlining the positive role that advertising can play when it comes to public infrastructure, Bauer Media Outdoor has unveiled its new Milestone bus shelter range in partnership with Essex County Council.

The next-generation shelter has been designed to enhance passengers' journeys and also create a platform for brands to connect with communities in more meaningful ways. The launch is part of the Basildon Greener Route and marks the most significant innovation in UK bus shelter design in decades.

Designed to be greener, smarter and more inclusive, the Milestone bus shelters combine locally sourced sustainable materials with nature-inspired design and features for accessibility, safety, and comfort. The design was developed following extensive research with more than 3,200 bus users and disability inclusion charities.

The sustainable shelters feature living roofs and planters to promote biodiversity. The greenery is made up of native plant species and wildflowers giving a welcoming feel. The shelter uses timber and has around 70% lower CO2e than a legacy metal type. The timber has been responsibly sourced from hand-selected trees in Scotland.

Features that improve accessibility and comfort for travellers include a new seating design focused on lumbar support and comfort, NaviLens codes for visually impaired people, priority seats, and back-lit timetables. Redesigned lighting helps visibility, while What3Words and Strut Safe helpline information is displayed on timetables to support safer journeys. 

As well as creating a better experience for the community, the shelters also offer brands a unique platform to connect with audiences. Alongside non-advertising designs, selected Milestone shelters will feature the latest energy-efficient Adshel Live digital 6-sheet screens. The development will further expand the UK’s largest digital Out of Home network, made up of over 4,000 screens around the UK.

“Milestone represents a bold step forward in reimagining the public transport experience as it transforms the traditional bus shelter into a more sustainable, accessible, and user-focused space. Through advertising revenue, we can continue to help fund public infrastructure and invest into innovative, future-facing projects like Milestone - delivering meaningful social and environmental impact for communities in the UK,” says Will Ramage, Joint Managing Director at Bauer Media Outdoor.

The installation is expected to be completed during Autumn 2025 with a total of 18 Milestone shelters will be installed along Whitmore Way in Basildon, forming part of the Essex County Council’s new Greener Route initiative.

The initiative underlines that through Inclusive design and improving public infrastructure, the advertising industry has an important role to play in communities.