Campaign To Increase The Awareness For Paper And Paper-Based Products

Paper Mart boxes are essential components of daily life. Food and consumer products are among those things that require a paper-based packaging box. In order to be cost efficient and more versatile, packaging manufacturers make the effort to engineer sturdy yet light in weight and customizable paper-based boxes to meet consumer demand.

The paper industry is still a $132 million industry but according to research data from Paper and Packaging Board, the demand for paper products have decreased sharply over the years ever since consumers started to be entrenched in digital media. Instead of handwritten notes at offices, emails are now are now being used for communication. Instead of spreadsheets, the internet has provided more efficient options to speed up calculations. However, the paper industry is on its way to stage a huge comeback.

“How Life Enfolds” campaign was officially launched last month by Paper and Packaging Board to communicate the benefits of paper and paper-based packaging. The campaign makes use of emotionally-rich stories on how paper and paper-based packaging has helped people connect in the past and how they were able to reach their goals.

If you have been watching TV the past few weeks, you will notice some of the campaign’s early works that features the soft side of paper. In addition to the heartwarming commercials, a new website has been created for the purpose of touting the benefits of paper and paper-based packaging. Social media presence in Facebook, Twitter and LinkedIn has also been optimized to gain more online awareness for the products. Paper and paper-based packaging companies are funding the campaign through a USDA check-off program.

The level of participation among industry members is crucial to the success of the campaign. Previous efforts have been unfunded or they did not last long enough to make a strong impact. What is different with the present campaign is the much larger budget and the seven-year commitment to successfully build brand image.
The campaign is very important because it tells of the benefits of paper and paper-based packaging coming from renewable resources. A fair amount of media coverage has been received and the commercials are going viral.

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