Love Paper®, created by the not-for-profit campaign Two Sides, is a global initiative that explains to consumers the sustainable and attractive attributes of print, paper and paper-based packaging.
Paper is renewable, recyclable and the natural ally to new ideas and creativity. Paper is a wood product and as such, is a natural and renewable material. As young trees grow, they absorb CO2 from the atmosphere. Furthermore, as a wood product, paper also continues to store carbon throughout its lifetime.
Telling The Facts
Love Paper presents the sustainable facts around print, paper, and paper packaging in a simple and consumer friendly way. It seeks to tell consumers across the world the positive messages about paper, print and paper packaging, from its environmental credentials to its ability to improve mental wellbeing, help with learning and enhance creativity.
Through adverts in national newspapers and magazines (space donated), social media and supported by a website, the campaign reaches more than 20 million consumers every month in the UK. Key sustainability messages explain the high recycling rates of 74% for paper and 83% for paper packaging, the highest of any material in the world, and the fact that European forests are growing in size by the equivalent of 1,500 football pitches every day.
In 2021, over 1,200 Love Paper adverts appeared in national newspapers including The Times, The Sun, Evening Standard, Metro, Daily Mirror, Daily Mail, Financial Times, The Economist, and dozens of popular consumer and B2B magazines. The objective is to inform consumers and encourage them to find out more about the sustainability of print, paper and paper packaging by visiting the Love Paper website for the facts. www.lovepaper.org
To improve consumer engagement with the adverts, a competition has been introduced in May, running till December 2022, supported by National Book Tokens. £10,000 of National Book Tokens can be won – 200 prizes x £50 – by visiting the Love Paper website and answering 3 simple questions on paper and the environment. Watch out for the adverts and enter for your chance of winning.
Why Brands (Your Customers) Should Use The Love Paper Logo
Increasingly brands and organisations want to explain the sustainability of their media choices and use of paper communications.
The Love Paper logo is a simple, eye-catching way to tell their customers that they care about the environment and use products from an inherently sustainable industry. The logo’s subtle design and colour variations are an effective yet unintrusive addition to any paper product, from printed catalogues and books to direct mail and product packaging.
A simple way for printers, packaging companies and mailing houses to add value to their customers, is to help them tell the sustainable story and introduce them to the idea of using the Love Paper logo.
“The Love Paper logo is a fantastic way to complement and enhance existing sustainability pledges and environmental labels, such as forest certification schemes and recycling, by encapsulating them under a highly visible and consumer-friendly campaign. By aligning themselves with Love Paper, brands can tap into the huge-reaching print and digital campaign. Brands can use the Love Paper branding on their own print marketing materials and paper-based packaging, then consumers will see that same branding on a full-page advert in their favourite Sunday newspaper. This is unique for any environmental initiative.” Says Jonathan Tame, Managing Director for Two Sides Europe.
How To Access The Love Paper Logo
The Love Paper logo is a registered trademark of Two Sides and demonstrates that an organisation uses natural and sustainable materials. The logo can only be used on paper-based products which are sourced from sustainably managed forests, or made of recycled fibre, and are fully recyclable.
To use or get access to the Love Paper resources;
- If you operate within the print, paper or paper-based packaging industry you must become a member of Two Sides. You can find more information on becoming a member at twosides.info/become-a-member
- If you are a brand/company/organisation interested in using the Love Paper logo for your printed communications, materials or paper-based packaging, please register at lovepaper.org/logo
Become Involved And Help Tell Our Great Story
Printers, mailing houses and anyone involved in the creation of print, should support Two Sides
and use the resources created to help tell the great sustainable story of print and physical mail.
Contact: enquiries@twosides.info
