Fancy changing the reputation of an £11bn sector?
“We were very happy to appoint 300million to develop the messages for this very special and creatively challenging initiative. Through a series of advertisements, direct mail pieces and new website, the brief was to create simple recognizable and compelling statements about the graphic communication supply chain that would change people’s attitudes towards print and paper. 300million have previously proved to be able to distil complex issues into an attractive and effective campaign. The Two Sides messages have now been delivered and have met all our expectations. We’re now working on the follow up!”
Martyn Eustace
Managing Director
Two Sides
Question
In recent years, paper use has plummeted in the UK,
and around the world. The reasons? The irresistible rise of digital media, and a widespread belief that paper is an ecologically unsound and unsustainable choice.
In reality, though, there’s a persuasive case to be made for paper and print – both environmentally, and as a uniquely powerful communications medium. And we were delighted to be asked to present it by the UK paper industry’s trade association, the National Association of Paper Merchants.
But how to persuade people to reappraise paper at a time when so much of the "conventional wisdom" seemed stacked against it?
Answer
We started with the facts. The key ones being that paper is an outstandingly recyclable and completely renewable resource – making its perceived environmental shortcomings very challengeable indeed.
We developed a campaign based on an appeal to a British sense of fair play. Two Sides was the chosen theme; a balanced acknowledgement that no story is
ever black and white, combined with a gentle reminder
of paper’s greatest strength – the tactile pleasure of turning a page.
Calm, rational, and well argued, it’s a campaign designed to correct misconceptions, and to provide both information and reassurance: if you want to put it on paper, there’s no reason at all why you shouldn’t.
Impact
Changing minds takes time, and we’ve only recently run
our first ad and direct mail campaign, targeting those involved in commissioning communications, from ad agencies and design consultancies to corporates
and government bodies.
But our most measurable success to date has been in rallying an entire industry: Two Sides has won the support and involvement of nearly 100 European companies and associations spanning the entire graphic communications supply chain.
