THE PAPER AND PACKAGING BOARD IS ALSO RAMPING UP OUTREACH WITH RECENT ATTENDANCE AT THE POP CULTURE TRADE SHOW SOUTH BY SOUTHWEST (SXSW) IN AUSTIN, TEXAS, WHERE TECHNOLOGY, MUSIC AND CREATIVITY MEET.
This ad follows the successful Letters of Peace campaign, which began in late 2016 and continued into January 2017. It focused on how paper connects people in irreplaceable ways. The campaign, which showed messengers of peace writing personal letters to the world, was seen in seven magazine titles over three months and the Wall Street Journal, and it was featured in a video series viewed more than 9.5 million times and shared widely across social media. The Paper and Packaging Board is also ramping up outreach with recent attendance at the pop culture trade show South by Southwest (SXSW) in Austin, Texas, where technology, music and creativity meet. The board’s booth highlighted the unique properties of paper, a material essential to creativity, productivity and even peace of mind, securing information and protecting the things that people buy. Featuring entrepreneurial innovations made with paper and paper-based materials, the #PoweredByPaper booth at SXSW aimed to disrupt the technology-focused space with what the paper industry considers the original technology, paper. Marketing and tech influencers welcomed paper’s unique ability to help creators create, thought-leaders ideate and engineers design. The online gallery at www.howlifeunfolds.com/sxsw showcases innovations from the paper industry. In new research that led to the recently launched “hero” campaign, consumers noted the importance of showing their work. They value paper’s role in helping them learn and be productive and identify that paper helps them feel confident and competent and know they are doing things right. “Consumers feel a sense of accomplishment when they use and choose the paper industry’s products,” Hansan said. “Nurturing this feeling among consumers, and even customers, is the Paper and Packaging Board’s role as we help our industry make the case that paper material continues to be unique, valuable and relevant. PW!
“This is a group that is very open to using more paper and packaging. Paper helps them accomplish things that are very important to them both personally and professionally.” MARY ANN HANSAN, PRESIDENT OF THE PAPER AND PACKAGING BOARD
PRINT WORKS! 2017
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