For many years the industry has provided a wealth of research, information and resources to address the perception surrounding the sustainability of print and paper. And while these organizations have done an amazing job educating us and helping us have intelligent conversations on the topic, for the most part we have collectively fallen short reaching past our own community, especially in regard to being seen as “tree killers” in the public’s eye.
While the answer to our PR Perception Problem prayers may indeed lie with Paper Check-Off and a National Ad Campaign a la’ “Got Milk?”… until that happens I wanted to try and do something to jump start the effort beyond our circles.
MEET…. THIS GUY! He is the Superhero of Paper and Print – Spreading our sustainability message, and ready to do battle with the Greenwash Machine!
While consumer friendly, and more important KID friendly infographics and other materials (animated videos, comics etc) are in the process of being financed and developed, to kick off his introduction I am inviting everyone to NAME HIM!
Here is his back-story:
Once a tree growing in a managed forest, a direct hit of supercharged lightning during an isolated and mysterious storm brought him to life. While he was learning about his powers and about the forest that surrounded him, he assumed his mission was to watch over the trees, but soon it was clear that trees didn’t needed protection – they were already being protected and thriving in managed forests, growing strong and being planted faster than being harvested. Realizing his true mission was to share that message and teach people about sustainability and recycling, he left the forest to spread the word. It didn’t take long before his nemesis – The Greenwasher (coming soon!) reared his ugly head and the battle for TRUTH and Print and Paper JUSTICE began!