Countless senders include some form of the classic “think before you print” plea at the end of their e-mails. Here’s a company that’s asking you to do the exact opposite.
Domtar Corp., a Montreal-based paper and pulp business, is planning to roll out a North American ad campaign that urges people to print out their e-mails until their printer’s toner runs dry.
And what exactly is the point of this campaign, you ask?
According to Domtar President and CEO John Williams, the “Put It On Paper” campaign is geared toward opposing “simplistic messages” — about supposed forest destruction — that are used to manipulate computer users into feeling guilty about printing out e-mails, Web pages, etc.
Williams said, “We’ve got to do some work about having them believe and feel that printing isn’t a sort of environmental negative.”
In addition to print ads, the campaign will use social media like Facebook and YouTube to reach younger people whom the CEO feels tend to be “printer averse.”