Domtar Launches 'Paper Because' Campaign to Promote Use of PaperSeptember 23, 2010
MONTREAL/FORT MILL, SC—Sept. 23, 2010—A sweeping campaign designed to highlight the importance of paper in our lives will debut Monday (9/27). Domtar Corp. is launching its "Paper Because" campaign through advertisements that will appear in major U.S. and Canadian media outlets, including: The Wall Street Journal, The New York Times, The Globe & Mail, Fast Company, Audubon, National Geographic and other consumer and trade publications.
The campaign will also feature online banner ads and a series of short videos that will appear in a variety of online media.
"There are times when no substitute for paper will suffice—it is how great ideas begin, how the world learns, how important news gets shared and how people meaningfully connect with each other," said John D. Williams, President and Chief Executive Officer. "What has evolved over time is the continued improvement of our environmentally sound forestry practices and high levels of recycling that have made Domtar a leader in the effort to make paper sustainable and renewable."
Domtar has earned the support of recognized environmental organizations because of its investments to increase forest certification and reduce the environmental impact of its operations. More than three quarters of the energy used at Domtar mills, for example, comes from renewable sources. Domtar has also cut greenhouse gas emissions from continuing operations by 32 percent since 1990, far exceeding the requirements of the Kyoto Protocol.
"The Rainforest Alliance has been working with Domtar for more than a decade, and Domtar has raised the bar for the paper industry when it comes to increasing the supply of fiber from responsibly managed forests, certified to the standards of the Forest Stewardship Council," said Rainforest Alliance President Tensie Whelan. "Domtar's commitment to FSC certification has made it possible for the Rainforest Alliance to work with forest managers to improve environmental and social conditions on ecologically important forestland and for consumers to easily find FSC certified paper products."
Domtar's "Paper Because" campaign will demonstrate that paper is sustainable, personal and purposeful:
• It's easier to learn on paper, because reading on paper is up to 30 percent faster than reading online.
• Nearly 60 percent of senior executives prefer print versus online information.
• Three out of four people have made a purchase as a result of direct mail.
• Paper is one of the most recycled products on the planet; more than 63 percent of the paper that's used gets recycled.