We turned a commonplace object - the Mainichi's newspaper collection bags - into a highly effective advertising media for promoting the message that newspaper recycling helps preserve forests. By employing an iconic ecological graphic - a grain pattern from a cut-down tree - for the bags, we confronted consumers with the connection between their daily newspaper and the precious finite resource of trees. Because consumers saw the image while actually recycling, the message that their participation is necessary was doubly reinforced. Moreover, on pickup day, the bags were placed on the street where thousands more people saw them.

"Wood-You-Save" collection bags were distributed to 100,000 households, mainly in the Tokyo area. The campaign not only influenced subscribers, but also their neighbours who saw the collection bags lined up on the streets awaiting pick up. One measure of the campaign's success is that we gained 100,000 free outdoor spots, each seen by multiple consumers. The client evaluated the campaign highly for its fresh use of new media, low cost and the high attention it provoked. Media coverage was extensive, highlighting the Mainichi's environmental activities not only to current subscribers, but also to the general public.