We decided to use the least environmental-friendly media: bus-stop posters, to demonstrate an easy way of saving 50% of the paper consumption by printing on both sides of the poster.We collected used advertising posters from bus stops around the country, just before they were thrown away, and printed a clear message on their blank side:"Printing on both sides of each paper will save 50% of the paper consumption.

All public transportation passengers in Tel Aviv were exposed to this ground breaking use of media. They realized how easy it is to reuse paper, even in an advertising media. The campaign has created a buzz and was covered in Internet blogs. But most importantly, it caused the public, as well as Israeli media companies, to reconsider their paper consumption and look into additional methods to conserve paper.