As I was thumbing through my newest installment of National Geographic I came across the most intriguing ad. Being a graphic designer in marketing, I tend to look at the ads, even when I would rather ignore them and get to the good facts about some bizarre island that can’t be found that breeds a type of bird that has never been seen but that likes to sleep upside down. I truly love National Geographic. But I digress. I came across a rather simple, but colorful ad that with two people looking at a map, clearly dressed for the outdoors, with a headline that said, “Paper because a lot of places worth going don’t get a signal, and hopefully never will.” Whoa. That was simply my first reaction. I just couldn’t believe that here was an advertisement that wasn’t directly trying to get a graphic designer or office interested in their paper products and more importantly, it wasn’t in an industry magazine such as HOW, Communication Arts, etc. I was thrown for a happy loop!
As the shock finally wore off, I saw the logo in the bottom right hand corner. The ad was for Domtar Paper (here). Admittedly not my favorite paper company, but dang it, if this ad wasn’t turning my thoughts around. So as usual, I donned my research hat and starting poking around trying to find out more and Domtar was completely prepared. The ad I saw was only one advertisement of a whole campaign to battle the “go paperless” statement that seems to appear on anything paper or that could appear on paper, such as emails or bills. Well, no wonder. The “go paperless” campaign has been put forth by technology based companies to push their products, so it was only fair that the paper companies have the same chance to fight for their products. I applaud them, especially with something so creative. They have made Paper an entity on their site. There is even a letter from Paper to the audience, reminding them about how many great times they’ve had together and that they’ve been together for so very long. All very true statements.
Their website goes even further than just helping their audience fall back in love with paper. They have made some very poignant and rather socially pointed ads (see here) showing how leaving paper behind and going completely forth with technology based forms of communication might indeed be hurtful to society, both socially, historically, financially, and environmentally. Then, making sure that they’re not getting too serious with their cause, they have made some very funny short videos (see here) likening paper to drugs, what would actually happen if paper was rationed, and then taking it even further that is the world goes completely “paperless” what would you use to…um…take care of things in the bathroom.
Here is one of my favorite videos…
It is no secret that I love paper. For years now I have been collecting everything printed ephemera from books, menus, postcards, gift tags, signs, and just sheets of paper from around the world. It’s a fascinating concept to me that something that is so seemingly fragile can last for a thousand years. I recently heard a startling fact that the Library of Congress put forth. They stated that in 100 years all of the current, digital archives that they have will be corrupt and no longer useable. Say what? Yet the Gutenberg Bible, which is not even the oldest form of paper in archive currently is 562 years old (give or take a decade) and is still in near perfect condition. Hello people??? I’m not sure we need much more proof than that that paper is not something we should be getting rid of anytime soon. How are people, 500 years from now going to know what life was like during this time if there is nothing to find? I’m just not entirely sure we’re completely thinking to our future with this “go paperless” concept.
Now before I get an onslaught of comments about being environmentally friendly, and recycling, and not wasting, I completely agree. We as society need to be responsible paper users. Do you always need to print that email? Probably not. If a child makes one small mark on a paper, should they just throw it away and start over? Nope, just turn it over or heaven forbid you erase the mark with an eraser. On a pencil. Remember those? Anyways, that’s a whole other irk of mine. There are ways to continue to use paper and trees and be responsible about it.
So in a world where the pressures to completely forget about paper, I truly applaud Domtar Paper for attempting to inform, raise questions, and entertain me with their new campaign. They can count one more among their supporters. My name is Abigail Steinem and I’m a paper lover. Hail paper!