Next weekend (April 22) the calls to protect and invest in our plant will be extra loud as we celebrate Earth Day 2023. With it, many brands and companies will no doubt mark the day by rolling out new climate-conscious campaigns and initiatives.
One of the perceived villains of Earth Day is paper. It gets a bad rap – believed to create waste and hurt forests. But according to the EPA, paper is crucial to sustainability – recycling one ton of paper would save enough energy to power the average American home for six months, save 7,000 gallons of water and 3.3 cubic yards of landfill space!
That’s why, ahead of Earth Day, the Paper & Packaging Board tackles the misconceptions head-on, cutting through the common tropes surrounding sustainability and encouraging us all to “Go Papertarian.”
At the center of the campaign are TV spots featuring stand-up comedian and actress, Retta – the first official “Papertarian”. An unexpected choice for a sustainability spokesperson? Maybe. But throughout the campaign, Retta demonstrates how Papertarians don’t necessarily have to be eco-warriors. In each spot, she breaks down what it means to live a “paper-based lifestyle” – from the grocery aisle to recycling do’s and don’ts – is all about making decisions that have a positive impact on the planet.
This new effort was conceived and brought to life by the company’s long-time partner, Manifest, the award-winning content experience agency. Check out the new spots below:
REELated:
“True behavior change isn’t the result of any one TV spot or social post–it’s the result of taking action. So rather than pitch the Papertarian as a body of work, we proposed an idea that empowers people to feel good about paper,” notes Sacha Reeb, Manifest’s Chief Creative Officer.
