The message: Paper has value. It’s sustainable, personal and purposeful.
The PAPERbecause ads appeared in print publications across the US, including National Geographic, Fast Company and the Smithsonian. Have a look back on some of those ads that sought to address common misconceptions of the time and reinforce the decision to use paper.
It’s easier to learn on paper
This ad was created to remind people that despite growing interest in on-screen reading, especially in the classroom, experts were finding evidence that reading and taking notes on paper is faster and more effective than doing it online. In fact, a study by Wayne State University researchers at the time, found that reading on paper was actually 10-30% faster than reading online.
It's one of the most recycled products on the planet
Paper was getting an unfair reputation as wasteful and environmentally irresponsible, which is why we designed this ad. We wanted to make sure people knew that paper is one of the most recycled products on the planet, compared to metals, plastic and glass. And it’s still true today – in 2018, the recovery rate for paper had increased to over 68%.
New customers are worth much more than the price of postage
As digital strategies started becoming more popular with marketers, we wanted to point out, with this ad, that direct mail continued to be one of the most widely adapted and effective methods of generating new and repeat business, remaining a major driver of the North American economy. In fact, a 2008 study found that over 75% of US internet users had made a purchase as a result of receiving direct mail.
Only tracking your finances online is a good way to lose track of your finances
In order to save costs, financial institutions started encouraging their customers to “go paperless.” This ad was designed to show that despite this trend, customers paid more attention to their printed bills and statements, and without them sometimes lost track of their overall financial picture. According to a 2007 study by Pitney Bowes, Americans spent twice as much time reviewing printed bank and credit card statements compared to their web equivalents.
Paper means that you mean business
The purpose of this ad was to demonstrate that even in the internet age, paper remained an indispensable part of business, especially since the majority of senior executives surveyed said that when they wanted in-depth analyses, they turned to print – almost 60% of them, according to a 2007 poll by Doremus and the Financial Times.
Note: The data points cited are based on research at the time they were originally published by the campaign.
