The Paper & Packaging – How Life Unfolds consumer campaign launched July 8 with a $20M investment in paid and earned media between July and December funding this cross-platform campaign designed to slow the decline in paper usage and grow demand for packaging. The Paper and Packaging Board (paperandpackaging.org), established as a checkoff program in 2014 by industry referendum, oversees this multimillion dollar campaign which uses an emotional, story-telling approach to generate consumer appreciation for paper and paper-based packaging.

The Paper & Packaging – How Life Unfolds campaign, created by Cramer-Krasselt in Milwaukee, integrates traditional media including 30-second commercials, print advertising showcasing paper and packaging items that comprise milestones big and small, and a digital presence in banner ads, video and the campaign’s information hub, www.howlifeunfolds.com. Social media platforms include Facebook, Twitter, LinkedIn and YouTube.

The program is financed by U.S. manufacturers and importers from four industry sectors including printing and writing; Kraft packaging paper, containerboard and paperboard. 

“The paper and packaging industry is a $132 billion dollar industry,” says John Williams, chairman of the Paper and Packaging Board. “It’s important that people know we have hi-tech jobs, sustainable practices and lead in manufacturing innovation – but the best way to talk directly to consumers about the unique attributes of products we make is to connect with them about the role these products play in their lives.” 

“The campaign highlights relatable moments that connect consumers to paper and packaging products in meaningful, emotionally relevant ways,” says Mary Anne Hansan, P+PB’s executive director.