The Brief

WWF Singapore wanted consumers who purchased paper often, to know that deforestation threatened entire ecosystems in Borneo, and not just trees. A direct response was also required, for consumers to choose recycled paper over virgin paper, when purchasing stationery, e.g., ruled paper, notepads, drawing paper, etc. And as a result, lessen the impact of excessive logging.

Creative Execution

In terms of relevance, the WWF notepad is spot on because it is the use of virgin paper in stationery that contributes greatly to deforestation. Therefore, getting consumers to start the good habit of using recycled paper is the first line of nature’s defense. In terms of the creative execution, the idea of having something printed so small that it looks like a fine line to the naked eye, has only been used in the printing of currency. This meant it would be the first time a piece of advertising material used such a method to relay a message.

Describe the creative solution to the brief/objective.

The idea was to use a recycled paper notepad as a medium and to put it on sale next to regular notepads. This was decided as a fresh and effective way to deliver our message because it is at the point of purchase that consumers can choose to make a difference by buying recycled paper instead of virgin paper. This made getting a direct response more effective and immediate.

Results

Since its launch in the prominent local bookstore chain, Prologue, the WWF notepad has received very positive response. At the time this questionnaire is filled, sales in July are already at 57 pieces. Furthermore, Prologue is donating $2 from the sale of each notepad to aid the Heart of Borneo Initiative of the WWF.