WWF Turkey decided to create a campaign with country's largest selling daily newspaper to boost the recycle traffic and issue awareness. The agency came up the line of "Each unrecycled newspaper is creating the loss of another tree."

The ad started to run in May 2006 in the highest selling Turkish newspapers. It created an instant impact on unaware readers and recycling requests from readers rose dramatically via the WWF's hotline and website. The enormous flow of requests were directed to recycle points placed near newspaper sales points and WWF offices. During the campaign 80,000 tons of newspaper were recycled.This ad was awarded at all the leading local creative awards, winning "Best Use Of Newspaper Space" at the Advertising Agency Association's Crystal Apple Awards and "Most Creative Media Usage" at the Red Awards for Print Advertising.