The campaign is launched today to coincide with World Environment Day on 5 June.
Driving the message home to consumers around the Singapore central business district are digital, posters and a fleet of newly designed trucks that highlight Fuji Xerox green credentials.
“We wanted a distinctive message that would capture the sentiment of the times,” said Hazel Kok, head of document supplies division at Fuji Xerox Singapore. “Blak Labs provided a breakthrough concept that highlights the importance of choosing environmentally friendly papers for every day use.”
Together with Atkin Pang, Fuji Xerox Singaporeʼs senior manager for corporate social responsibility, the agency created a powerful message which underscores the paper companyʼs replanting programme. Currently the company practices a strong sustainability programme via its replanting initiatives.
Charlie Blower, managing partner at Blak Labs, said, “Consumers don't think twice about the type of paper they use every day. So we wanted to remind them to choose papers that exercise environmental responsibility. Itʼs one small act that can make a big difference down the line.”
New trucks with ‘You print, we plant’ logos will carry quick response barcodes which the public can scan with their smartphones to gain access to a new site Tree.sg. At this site, the public can register for a free ‘Go green’ workshop where they can learn about conserving energy, reducing costs and increasing business efficiency in the office space.
Kok added that in Asia-Pacific 35 per cent of surveyed enterprises are taking environmental action.
“By 2014, more than 60 per cent or two thirds of organisations will do so. One of the key initiatives at Fuji Xerox is the Sustainability Value Chain, of which ethical procurement, or green purchasing, is part. We are committed to sourcing FSC-certified paper from sustainable forests to ensure zero landfill and reduce carbon footprint,” she said.
Client Fuji Xerox Singapore
Product Fuji Xerox Papers
Copywriter Charlie Blower,
Art director Nick Tan, Koh Hwee Peng, Elsa Peck
Photography Ric Tang, Shutterbug