We are bombarded daily by advertisements. Billboards, coffee cups, newspaper ads, cell phone promos – they are everywhere. Is it possible for the world of visual media to make a difference instead of just hawking products? The answer is a resounding yes!

Called the Reverse Graffiti Project, European artist Paul Curtis (a.k.a Moose) created the first incarnation on San Francisco’s Broadway Tunnel. You’re probably thinking graffiti means he used spray paint? Logical thought, but you are way off. Instead, Moose uses eco-friendly cleaners to remove grime with handmade stencils.

Moose has been creating art with this method for years with his UK media company, Symbollix for 5 years. The Reverse Graffiti Project is a collaboration between himself, documentary director Dog Pray, and Green Works sustainable cleaning products. Sounds familiar? Green Works is the new line owned by Clorox that was approved by the Sierra Club.

Does that make the Reverse Graffiti Project just one big advertisement? Only a little. Moose’s mural is 140 feet long and features plants native to the Bay Area. It may be sponsored by a commercial company, but the Reverse Graffiti Project also an innovative, large-scale art presentation that makes us think twice about the dirt we produce and push aside.

Whether or not there will be more installments in the Reverse Graffiti Project is yet to be seen. Where could be next? New York City? Los Angeles? Shanghai? Cities may be efficient due to their close proximity, but they are also one of the largest sources of waste. No matter where we live, we could all stand to be reminded just where we stand in nature’s grand scheme of things.