For years now, we have been seeing corporate messages telling people to go paperless, go green, or save a tree by switching to electronic services. The problem is that most of these environmental claims are based on perception instead of facts.
Los Angeles, CA (PRWEB) July 04, 2013
The American economy depends on commercial printing and domestic paper production to maintain its position of global leadership. 8.4 million Americans make a living through mail, print, and paper, but these important engines of job creation are under attack. Misleading claims about the environmental impact of print and paper are everywhere, causing consumers to believe that electronic communications are a more environmentally responsible choice. Thankfully, Two Sides US is setting the record straight with a new ad campaign for American consumers. The promotion entitled "No Wonder You Love Paper" launched in May of 2013, and already appeared in several respectable publications, including Inc magazine along with National Geographic. The initiative contains a consumer-friendly Two Sides companion website for paper lovers to enjoy. The site presents the facts about paper in fun ways, such as an interactive quiz, and hosts regular contests with cash prizes for print fanatics. Early results show the educational ads are making a positive impact, which demonstrates the power of truth in advertising.
Two Sides President, Phil Riebel, explains the passion behind the latest campaign: "For years now, we have been seeing corporate messages telling people to go paperless, go green, or save a tree by switching to electronic services. The problem is that most of these environmental claims are based on perception instead of facts. They ignore paper's unique environmental attributes and they are not backed up with factual, verifiable information."
The Two Sides ads running in magazines and newspapers across the nation promote the positive experience of reading print media as well as key environmental attributes of paper, such as recyclability and renewability. They tell an untold story to remind Americans that paper is the most recycled commodity in the US, and that American forests produce 49% more trees than they did 50 years ago thanks to responsible forest management. (Source: Society of American Foresters)
"The Two Sides message resonates with its 55 official members, 38 allied organizations, and numerous educational institutions who understand the importance of paper-based communications. Still, spreading the word among the general population presents a bigger challenge," Riebel notes. "To clear the air, Two Sides is also working with corporations who are using misleading 'green' claims to promote electronic media, encouraging them to put an end to the green washing. Our success to date has been solid. Over 15 companies, including some of the major banks, utilities, and telecoms, have already removed their questionable environmental claims."
In 2012, Two Sides and its allies successfully convinced Toshiba to cancel its misguided "No Print Day," which linked U.S.-made paper to deforestation. In early 2013, Two Sides wrote an open letter to Google's chairman, Eric Schmidt, which resulted in all green claims being removed from the Paperless2013 website and campaign. A social media movement led by the PrintMediaCentr, a Two Sides allied member, was instrumental in this achievement.
This social media activism caught the attention of PrintFirm.com, a green printing company in Los Angeles, CA. PrintFirm CEO Nick Artounian, eagerly joined the organization: "I'm sick of hearing people say that printing is bad because it's not. We are green printers! We use state of the art equipment, eco-friendly inks, and offer biodegradable vinyl banners." But Artounian's stance isn't all business. He adds, "I'm also supporting Two Sides because I'm a parent. My kids learn more from printed books than when they read things on their computers. At least that's what they tell me. Anything that helps them understand and remember what they read is really an investment in their education." Artounian plans to renew PrintFirm's membership annually and encourages other commercial printers to participate this Independence Day.
About Two Sides US
Two Sides is an initiative by companies from the Graphic Communications Supply Chain including forestry, pulp, paper, inks and chemicals, pre-press, press, finishing, publishing, printing, envelopes and postal operators. Our common goals are to promote the sustainability of the Graphic Communications Industry and to dispel common environmental misconceptions by providing users with verifiable information on why print on paper is an attractive, practical and sustainable communications medium.
Printfirm, Inc., trusted leaders in online commercial printing since 1996.