This strategic platform and ensuing campaign inspired consumers to choose paper and packaging as the solution to a healthier planet.
People think paper is bad for the environment, when in reality, it’s quite the opposite. Because paper comes from trees, a natural and renewable resource. The Paper & Packaging Board was a USDA government checkoff program dedicated to supporting America’s forests by empowering consumers to choose paper and packaging over less sustainable alternatives. We created a 360 campaign demonstrating that choosing paper is a smart and easy way to be a force for nature.
From spotlighting paper’s role in sustainable forestry through documentary films to highlighting innovative paper-based packaging solutions and coining the term “papertarian,” our work demonstrated the benefits of a paper-based lifestyle. We built the movement across film, TV, social, audio and interactive channels, enlisting celebrity brand ambassador Retta to make it impossible to ignore.
2:1
Program ROI according to USDA econometric study
77%
of people who consumed our content believe choosing paper means making a positive impact on the planet
1.08B+
Overall impressions