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Domtar Releases New Wave of Paper Because Campaign

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Building on its "Paper Because" campaign, Domtar Corp., Montreal, Que., Canada, this week released a new series of videos promoting the important role paper plays in people's lives. The videos use satire to highlight how using paper responsibly makes business sense and how it's also an environmentally sound choice.

The 30-second spots take a humorous look at office settings where the pressures to go paperless are taken to ridiculous lengths. In early 2012, new print ads will be added to the campaign in trade and consumer media, while the videos and banner ads will appear on a variety of news websites.

"Paper Because has enabled Domtar to communicate the importance of paper to business and opinion leaders," said Lewis Fix, VP of Sustainable Business and Brand Management at Domtar. "Domtar has long been a leader in sustainable paper production. The Paper Because 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."

Domtar reports that since it unveiled the Paper Because campaign last year, there has been substantial support from paper industry, printing, graphic design, and marketing partners. Many have picked up elements of the campaign and provided significant exposure on websites, in catalogs, at conferences, and other outlets.

The Paper Because campaign has also received positive industry recognition. The Graphic Arts Show Company gave its "Positively Print" award in September to Domtar to spotlight the variety of ways in which the effectiveness of print is being promoted. In addition, the campaign won Best of Show at the ACE Awards, Best of Category in the Business Marketing Association's B2 Awards, National Association of Major Mail Users Environmental Award for Industry Leadership and Best Management Practices, and awards from the Association of Independent Creative Editors and the Printing Industry of the Carolinas.

"Paper Because demonstrates that paper is sustainable, personal, and purposeful. 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—more than 63% of paper gets recycled," noted Fix. "That's a pretty exciting story about a product that has been in use for more than 2,000 years."

"Paper Because has allowed Domtar to initiate a positive conversation on many levels with a variety of audiences about the importance of paper to the economy, the environment, and everyday life," added Fix. "We're excited about this new phase of the campaign because it continues to tell a leadership story about Domtar as the Sustainable Paper Company."


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