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Domtar continues Paperbecause campaign
By Adnews Staff
Montreal-based paper company Domtar has begun an extention of its "Paperbecause" campaign. The new creative consists of print ads that describe to continuing role of paper in activities such as business and education. The ads are running in paper, graphic design and printing trade publications, later expanding to consumer publications including Fast Company, National Geographic and The New York Times. In addition, online videos and banner ads will run on a number of websites. "The Paperbecause print campaign gives Domtar a platform to show how paper, a sustainable, renewable and recyclable product, fits so nicely into our lives," said Lewis Fix, vice-president of sustainable business and brand management at Domtar. "Domtar is a leader in sustainable paper production, and we promote the responsible use of paper. Paperbecause reminds people of why paper is so vital today. It's easier to learn on paper, senior executives prefer print versus online information, people make purchases as a result of direct mail, and paper is one of the most recycled products on the planet. That's a pretty exciting story about a product that has been in use for more than 2,000 years."