Two Sides Targets U.S. Consumers with New Ad Campaign
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 As part of its expanding efforts to promote the sustainability of print and paper, Two Sides, Chicago, Ill., USA, this month will begin working with U.S. magazine and newspaper publishers to reach consumers with the No Wonder You Love Paper ad campaign. One of the first ads to appear is in the June issue of National Geographic magazine. The campaign, which promotes the sustainability, visual appeal, and versatility of magazines and newspapers, follows a similar, highly successful campaign in Europe that anticipates $10 million worth of in-kind ad placements in leading magazines and newspapers.
"Two Sides research shows that 70% of polled U.S. consumers, including 69% of 18- to 24-year-olds, say they prefer to read print and paper communications rather than reading off of a screen," says Two Sides President Phil Riebel, "but Americans also have many misconceptions about the effects of paper-based communications on the environment. In fact, print and paper have a great environmental story to tell, and the No Wonder You Love Paper Ad campaign is designed to help set the record straight."
The No Wonder You Love Paper ads feature people enjoying magazines and newspapers in their everyday lives and offer facts about the sustainability of print and paper. "We know people will easily relate to the situations portrayed in the ads and may be surprised by some of the facts presented," Riebel says. "For example, a lot of people don't know that 65% of paper produced in the U.S. each year is collected and recycled or that there are now 49% more trees growing in U.S. forests than 50 years ago (see sample ad). When people are aware of the facts, they can not only enjoy the many types of printed media they encounter every day, but also can feel good knowing that by choosing ink on paper they are supporting one of the most sustainable products on the planet," he says.
The No Wonder You Love Paper ad campaign is supported by a consumer website that includes additional facts about the sustainability of print and paper, a short video on paper and forests, a fun quiz, and the opportunity to win a prize for creating a short "fun with paper" video.
"We're excited that Two Sides is launching a campaign to help highlight how paper is sustainable and powerful," said Paige Goff, VP of sustainability and business communications for Domtar Corp., Montreal, Que., Canada. "Paper remains purposeful and personal, and from the forest floor to all types of printed media, there's a way consumers can be sure their paper comes from well-managed forests. We're grateful that Two Sides is helping spread the word."
Publishers interested in participating in the ad campaign may contact Phil Riebel at 1-855-896-7433 (toll-free) or pnr@twosides.info.
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