The Millcraft Group Launches "Do You Know The Facts?" A Print Advocacy and Sustainability Campaign

June 10, 2010 - PRLog -- The campaign uses multi-media to communicate its message, with the launch of a video and website today, followed by a series of direct mail pieces and print ads.

"We are tired of listening to false green messages,”said Travis Mlakar, Chief Operating Officer at The Millcraft Group. “The reality is that the environment has no bigger ally than the paper industry.  Paper and print combine to offer a communication method that is recyclable, biodegradable, sustainable, proven and effective. We believe once people know the facts, they will see there is no more effective or sustainable option than paper and print."

http://www.youtube.com/watch?v=qaElm_h9KpU



The video, co-sponsored with International Paper, aims to dispel the myths and change the perception that print on paper is harmful to the environment and an ineffective means of marketing communication.  The intent is that once media buyers and consumers know the facts, print will remain a top choice for achieving reliable, cost effective and sustainable marketing solutions. Do You Know The Facts? is a print advocacy and sustainability campaign that documents the ROI of print when combined with other media.

“Our customers and the public deserve to know the truth about paper and forest products.  They are bombarded with misleading and downright false information every day.  Our goal is to provide facts so people can feel great about their environmentally-friendly choices . . . especially paper!”  said Teri Shanahan, International Paper’s Vice President, Commercial Printing. “Like International Paper’s Down to Earth campaign, the ‘Do You Know The Facts?’ video dispels common myths and helps consumers understand that using paper helps maintain large and healthy working forests.”

The animated video and website, aims to break down the stereotypes and misperceptions that the paper and print marketing campaigns are bad for the environment.  Paper and print not only offer one of the greenest options for any integrated marketing campaign, but when properly executed, also offers one of the most effective and preferred forms as well. The video, direct mail pieces, print and web ads direct audiences to visit the website doyouknowthefacts.com.  The website features facts and statistics gleaned from such reputable sources as the Environmental Defense Fund, American Forest & Paper Association, and Direct Marketing Association. The site also offers ways for users to register for the free campaign newsletter and downloads, such as International Paper’s Down to Earth brochure – Is It Worth Printing?, Guide to Choosing Environmentally Friendly Papers for Print, and Using Paper to Help Reduce Your Carbon Footprint.
http://www.doyouknowthefacts.com

In addition to the video and website, Do You Know The Facts? will engage the target audiences through a series of social media strategies, including blog and online outreach, as well as social networking initiatives. The campaign will encourage print and paper advocates, print buyers, and consumers to “like” the campaign on Facebook and audiences will also have the opportunity to follow on Twitter to receive tweets about campaign, and view the video through YouTube.

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About The Millcraft Group
The Millcraft Group is an independently owned distributor and converter of printing & business papers and envelopes. Headquartered in Cleveland, Ohio, The Millcraft Group, with multiple converting and distribution centers supporting North America, has been a sustainability champion since 1920.

About International Paper
International Paper  is a global paper and packaging company with manufacturing operations in North America, Europe, Latin America, Russia, Asia and North Africa. Its businesses include uncoated papers, industrial and consumer packaging and distribution. Headquartered in Memphis, Tenn., the company employs about 56,000 people in more than 20 countries and serves customers worldwide. 2009 net sales were more than $23 billion. For more information about International Paper, its products and stewardship efforts, visit internationalpaper.com or down2earthonline.com