Saato - The Helping Hands Society is a non-profit organisation based out of New Delhi. The NGO concentrates on a wide range of issues by treating them as time-based projects.

For the first project of the year, Saato initiated a pledge drive to reduce the use of paper. We were asked to devise a communication that establishes the fact that every piece of paper we use, leads to deforestation.

The idea was to create something that demonstrates the direct connection between paper usage and its adverse effect on the environment. We created a tear-away notepad, using animal skin prints, which did exactly that.

Saato sold 2,000 copies of the animal notepads from its headquarters, over a period of 2 months. Over 10,000 people actually signed the pledge to use less paper. We had to reprint the pad twice to cope with demand.