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Treat Every Environment Special (TREES)
Issue 4 | July 2008
Agency
Arc Worldwide / Leo Burnett Advertising
Creative Team
Tan Kien Eng - Executive Creative Director;Yasmin Ahmad - Executive Creative Director;Jaideep Mahajan, Yoong Seow Fong - Art Directors;Pauline Feliciano, Ha Wei Na - Copywriters
Production Team
Ong Chee Hin - Production Manager
Date
August 2007
Background
The corporate sector is the main generator of paper waste. Indifferent and burdened by daily operations, most employees ignore the need to recycle paper. Treat Every Environment Special (TREES), a non-profit environmental organisation, decided to remind and educate them through a corporate recycling campaign.
Idea
The creative idea was to communicate the message in the place where paper waste is created most - the photocopier, where only one side of the paper is used. 150 Finance and HR directors were sent a direct mailer that contained a letter and small, clear stickers carrying the message ‘please use both sides and recycle after’ and the TREES website address. The recipients were asked to place the sticker on the photocopier’s surface, making the message easily duplicated on every piece of paper that passed through the machine.
Results
Visits to the TREES website increased by 68% in the first three months of the campaign. In addition, the 150 Finance and HR directors who received the direct mail pack were given a follow-up call after the campaign was launched. 113 of them informed TREES that they had saved an average of 17% on paper costs.
Target Audience
Employees of companies in downtown Kuala Lumpur who use paper in their day-to-day correspondences
Size
150 mailers
Our Thoughts
This is one of those ‘Wish I’d done that’ pieces. Such a brilliant idea to encourage people to recycle paper by using paper itself as the medium. The mailer only went out to 150 companies in Malaysia but it’s such a simple idea, we should all be borrowing it and subverting our office photocopiers.