| Title | MINUS ONE PROJECT |
| Brand | SAMSUNG |
| Product / Service | SAMSUNG PRINTERS |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | CHEIL WORLDWIDE Gurgaon, INDIA |
| Entrant Company: | CHEIL WORLDWIDE Gurgaon, INDIA |
| Sales Promotion/Advertising Agency: | CHEIL WORLDWIDE Gurgaon, INDIA |
| Name | Company | Position |
|---|---|---|
| Varun Arora | Cheil Worldwide | Executive Creative Director |
| Shiva Kumar | Cheil Worldwide | Creative Director |
| Dinkar Porwal | Cheil Worldwide | Creative Director |
| Kamlesh Jangid | Cheil Worldwide | Art Director |
| Subhasis Bhatacharjee | Cheil Worldwide | Art Director |
| Vishal Sagar | Cheil Worldwide | Copywriter |
Every year 5 million hectare forests come under axe to make paper, which is largely used for printing. In 2011, International Year of Forests, Samsung Printers set out to save paper to help our rapidly disappearing forests.
We created a simple idea and introduced Minus One Project - Reduce the font size by 1. Save paper. Help the forests. It was a simple solution to a complicated problem. Unlike other social messages it didn't ask people to give up on anything. People felt empowered on knowing that they can help save forests even while doing their daily work. To demonstrate the power of Minus One, we published a classic novel after reducing its font size by 1. It not only provided a hands-on experience to the readers but also inspired many authors and publishers to join the drive.
Minus One was very effective in generating positive buzz for Samsung Printers. It also sparked conversations in media and social network about how everyone can contribute towards saving our precious resources. 73 Organisations and schools adopted the idea. Over 150 000 people pledged to practice Minus One. Minus One Edition saved more than 350 000 paper sheets. 39 book titles are now available in Minus One edition. Samsung Printers got a lot of positive buzz on social network, blogs, news channels, newspapers and other media.
Printers are seen as products that harm the environment. Recycling programs and all stay hidden from people and does not impact their negative perception of Printers. So we created an idea that was simple and yet highly effective. It empowered people to save forests even while doing their daily work. We did office contact programs and did seminars in offices, schools and colleges. To make sure that people practice Minus One. We asked them to take Minus One Pledge. Many group pledges were taken.