In 2015, one of Japan’s most popular media networks created a newspaper that was truly sustainable. Once used, the paper could be planted and seeds embedded in the paper would bloom into plants. It was an initiative that reached over 4.6 million people. Furthermore it was one that informed about the importance of caring for and giving back to the planet.
Plant-able paper is not a new phenomenon. But Mainichi newspapers took the concept to a new level to engage and interest their millions of readers. The paper, made up of a mix of recycled and vegetable paper embedded with seeds, featured articles about environmental and global issues. It also encouraged readers to get involved and plant the paper to create their own little bit of green.
The papers were distributed nationwide and were also used in schools to educate young children about this one of a kind ‘greening’ project.
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As a result of its popularity, the paper also generated 80 million yen (£550,000) worth of PR. Due to this, more clients were inclined to support the green newspaper.
As such, it not only worked to educate people, but also proved to businesses how important such eco-initiatives are. It was a major success and showed how both people and businesses need to work together to help protect the environment.
With the recent news that humans have destroyed 7% of Earth’s pristine forest landscapes since 2000, this green initiative is certainly something press around the world could learn from.