Top Resources and Questions on “How Life Unfolds”
Letters to loved ones overseas, a box of your favorite treats, tickets to the big game—what do these all have in common?
They’re a few of the paper and packaging products that bring tangible, memorable substance to our lives. And they’re the subject of a new national public awareness campaign supporting the value of print, Paper and Packaging—How Life UnfoldsTM.
Released July 8 by the Paper and Packaging Board (P+PB), the campaign follows the model of other popular industry check-offs like “Got Milk?,” “Pork. The Other White Meat,” and “Beef. It’s What’s for Dinner,” which are produced through government-sanctioned fees collected from the respective industries. Print, commercial spots, Web, and social media make up the integrated marketing mix designed by campaign creators, Cramer-Krasselt.
The How Life Unfolds campaign celebrates paper and packaging products through relatable and sometimes emotional storytelling. Messaging focuses on the lasting experiences paper and packaging help us create every day in ways we may not even realize.
But the purpose of the campaign is not just to tug at our heartstrings. It also shows, like PIA’s Value of Print campaign, that these products are a viable part our market and an environmentally friendly resource.
“We think it’s important for us to get the message out about the sustainability of paper, the importance of paper within our overall economy, and ultimately how paper can drive value for our customers,” said Vice President, Marketing Services and eComerce, Verso, Aaron Haas in a video from P+PB.
Tips and Resources from How Life Unfolds
To help you spread the value of print to your customers, we found lots of great resources on the How Life Unfolds campaign website. It includes articles, reports, videos, and other free tools. Some of our picks include:
- Back-to-School Report: How Paper Gives You a Leg Up on Learning
- Infographic: The Many Lives of Paper
- 100 Unconventional Reasons to Send a Card
- “Letters to Dad”
- How Life Unfolds YouTube Channel
What does It Mean for the Industry?