Ten years ago, Pinterest was brand-new, the iPad was still a few months away from release, and no one had Instagram, Amazon or Instacart apps on their phones. But the digital world was already changing our habits, particularly how we used paper to stay connected and did business in our everyday lives. That’s why we started our PAPERbecause campaign.
Our award-winning PAPERbecause campaign, which began in 2010, recognized the enduring value of the printed page. It delivered creative and entertaining reminders of the benefits of paper through print ads in popular magazines and newspapers, as well as videos and interactive displays at festivals around the country.
Kathy Wholley, Domtar senior director for corporate communications, led the effort to launch PAPERbecause in 2010. “As demand for paper started to decline, we noticed many myths about paper use,” she says. “We wanted to showcase how paper remains both essential and sustainable. We reminded people of the ways paper brings them joy — from hanging diplomas to receiving anniversary cards. And we spotlighted how students learn better by reading and writing on paper. We also highlighted how Domtar partnered with the world’s leading environmental groups, pioneering ways to make paper while helping forests thrive.”