The Love Paper campaign tells millions of people every year about the great environmental story behind Print and Paper. The campaign was launched in 2012 to improve perceptions of print media and to raise awareness of the responsible forestry which supports the print and paper industry. Our task was to bring this to life in a new and more engaging way.
What better way to showcase the medium, than in using it to bring to life an emotive and thought provoking message. A paper story utilises a character to show the ‘circle of life’ running parallel with the circular usage of paper products, a metaphor to emphasise the safe and socially responsible ways in which the industry is run.
There aren’t many industries around that can aspire to become genuinely sustainable. The paper industry, however, is one of them.