Domtar continues Paper Because campaign
By Adnews Staff
Montreal-based paper company Domtar has begun a new phase of its "Paper Because" campaign, which promotes the effectiveness of paper and promotes its responsible use. The new material consists of a series of online videos posted to PaperBecause.com, Domtar.com, and various social media sites. The 30-second videos use satire to depict the role paper plays in life by depicting an office which is going to great lengths to avoid the use of paper. In early 2012 new print ads will break in trade and consumer publications, along with online advertising on news websites. "Paper Because has enabled Domtar to communicate the importance of paper to business and opinion leaders," said Lewis Fix, vice-president of sustainable business and brand management at Domtar. "The campaign promotes the responsible use of paper, while also reminding people of just how effective paper is in communicating on logical and emotional levels in so many business and personal settings."