Two Sides Introduce Brand New Love Paper Adverts

Two Sides, the not-for-profit initiative promoting print and paper as an effective and sustainable communications medium, has launched a new Love Paper ad campaign. 

The newly designed ads have a brand new look and feel to them, but still feature the original key messages of Two Sides’ No Wonder You Love Paper campaign which was first launched  in 2012 to increase consumer awareness of print media’s sustainability and improve perceptions and attitudes towards paper.

Key messages highlighted by the campaign includes the fact that Europe recycles 72 per cent of paper consumed and European forests have been growing by 1,500 football pitches every day. Newspapers to have already carried the ads include The Sun, The Times, The Guardian, Daily Mail, London Evening Standard, The Financial Times and The Daily Telegraph.

Greg Selfe, Two Sides campaign manager, said: “The introduction of the new adverts has given the Love Paper campaign a new burst of life. Already the new adverts are starting to appear in many of the nation’s newspapers and we’ve received a great response to them.

“Thousands of readers have been visiting the Two Sides website wanting to find out more about the sustainability of print media. The website is filled with information and facts about print and paper, from recycling figures, forest growth, renewable energy and much more. We hope people will come away from the website with a much more positive perception of paper.

“The messages of the Love Paper campaign are still so important to try and get across to consumers. A recent Two Sides survey of 500 UK consumers found that only five per cent believe European forests are growing. And only eight per cent of those surveyed believe more than 60 per cent of the paper consumed in Europe is recycled. So clearly there is still a huge misconception about paper’s impact on the environment that needs to be tackled.”

In April 2015, a competition was introduced to the campaign to increase engagement with the adverts. The prize was a fact finding forest trip to a European paper mill and in May and June Two Sides sent 24 winners and their guests to nine paper mills across Europe.

Martyn Eustace, Two Sides managing director, said: “The No Wonder You Love Paper competition was a fantastic opportunity for members of the public to see paper-making and sustainable forestry in action. The winners were able to see the entire production process, from tree to sheet.

“Unfortunately, there are still popular misconceptions that the production and consumption of paper is detriment to European forests, but in fact, it’s quite the contrary. Over the past 10 years, European forests have grown by an area larger than Switzerland – that’s more than 1,500 football pitches every day!

“Print and paper have a great environmental story to tell, and Two Sides, through campaigns such as No Wonder You Love Paper, continues to tell this, and other great stories about the sustainability and attractiveness of print and paper, to millions of consumers every year.”

Two Sides is supported by the News Media Association.

If you would like to find out more about how to support the campaign and for artwork requests, please contact Greg Selfe or +44 (0)1327 262920.