What’s the incentive to change your behavior if you’re
unaware of the consequences?
NewPage Corporation is North America’s leading producer of
high quality coated paper. Due to an over capacity of new paper mills
in China, the U.S. market has been flooded with paper “dumped” at
prices below production costs.
The courts have determined that this is illegal, but the practice
continues. Working with Clean Agency, Ken Eskenazi and his team researched
and developed communications and tools to expose the issues and educate
Artificially low prices have incredibly
high true costs – to
local business and to the global environment. We strongly believe
in arming consumers with the facts so they can make informed (better)
choices with their purchases. When NewPage engaged us to develop
a campaign to educate corporations, printers and designers onb the
issues with imports, we dug right in.
We wanted to bring the “unintended consequences” of
thinking of coated paper just as a commodity to light. We called
our campaign: Paper Tells A Story
It’s a hot topic.
Health and safety concerns with toys
imported from China are all over the news. The environmental concerns
of the excessive transportation, unverifiable fiber sources and
questionable labor practices of imported paper haven’t gotten
as much press. Our integrated marketing campaign exposes the unnecessary
risk buyers of imported paper may be taking.
Components of the campaign include a print ad campaign, online campaign,
website, blog, podcasts, white papers, a training powerpoint and