Whenever visitors on their website were about to print out digital brochures or articles provided by NABU and clicked on the print button, printing wouldn’t commence automatically. Instead something rather out of context would happen: the high-pitched rasp of a chainsaw would sound “RRRRRRRRRR!!!” followed shortly afterwards by the thud of a falling tree, “Whoosh!!!” This was accompanied by a banner that read: “Every fifth tree is cut down for paper.” You were then given two options, either to proceed to print or do what’s best for the environment: cancel printing.

The idea generated a lot of positive email feedback to NABU. More importantly, the number of printouts from the website was significantly lower for the duration of the campaign.