We wanted to demonstrate that DRAFTFCB Mexico is a socially responsible company who is taking an active position to help our environment. We decided to create awareness and influence our employees to assume a socially responsible role in their everyday lives by showing them the damage we’re imposing on our planet when we waste office paper.Using the message “Less Paper, More Ideas” we promoted the responsible use of paper within the office, using no paper of any kind in the campaign. Instead, we used PR and our local computer network, creating a real time screen saver which showed the impact of our daily paper consumption in a forest where trees progressively disappeared, a viral video sent to every employee on the first day of the campaign, activities for our employees’ children, a reforestation trip where altogether we sowed 2000 baby trees, and Al Gore’s “Global Warming” conference, conducted by “Reforesting Mexico”, one of the most relevant NGO's.

The campaign ran for one month, and it was happening every day, every second in every computer of the agency. During the first 2 weeks the screen saver showed a vanishing forest, which kept on shrinking as people printed documents. Then, over the next 2 weeks, we showed the reverse consequence, the good one: Our commitment to save paper had now taken effect and by NOT clicking on the print button, we reforested the picture in the screen saver day after day until we had a complete beautiful forest again. The PR activities helped also to develop that sense of urgency we were looking for in our people, our employee’s children event got involved by sowing trees and learning how life should be treated and cared for. By the end of the month, when everyone was open to listen, we presented Al Gore's “Global Warming” conference, which left everyone in the agency wanting and willing to do more for the environment. People finally understood that this planet will be their kids' planet soon and that if they wanted to leave something better for them then they would have to take action themselves, and soon.

In just one month, the campaign generated deep ecological awareness in every employee, helping us save hundreds of trees. The agency showed a deep commitment both with its employees and Mexican society.The agency saved on office paper by approximately 40% versus previous consumption, equal to hundreds of trees saved every month.