Cheil rolls out CSR campaign to save the world’s forests

Cheil Worldwide South West Asia has rolled out a digital CSR campaign to save the world’s forests, called the ‘Minus One Project - Smaller Fonts for Bigger Forests’.

e4m by exchange4media Staff
Updated: Dec 30, 2011 10:05 AM
Cheil rolls out CSR campaign to save the world’s forests

Cheil Worldwide South West Asia has rolled out a digital CSR campaign to save the world’s forests, called the ‘Minus One Project - Smaller Fonts for Bigger Forests’.

The campaign created by the Indian creative team, Cheil India, has been adopted as a global best practice by Cheil offices around the world.

Speaking on the rollout, Alok Agrawal, COO, Cheil World Wide South West Asia, said, “This is a small initiative by Cheil Worldwide to prevent rapid deforestation. Fonts and point sizes are the fundamentals of advertising business. By doing something as simple as reducing the point size by 1, we all can make a big difference to the amount of paper we use. The power of this idea is in its simplicity.”

The ‘Minus One Project,’ is an endeavour to sensitise the community about forest cover that is disappearing at an alarming rate. Much of this is due to mankind’s unwarranted demand for paper.

‘Minus One Project’ campaign encourages people to take the pledge in doing something as simple as reducing the font size of a document by 1 before printing, which will reduce the paper consumption for printouts considerably, almost up to 50 per cent. And that means lesser number of trees need to go under the axe.

Credits:
Agency: Cheil Worldwide SW Asia
Creative team: Team Cheil India

 

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