With our powerful iconic ecological symbol placed on media (like newspaper collection bags and book covers), consumers were directly confronted with the message that new paper comes at the expense of trees. Such media confronts consumers every day, providing plenty of opportunity to ponder the importance of recycling. Other media choices, such as the recycled newspaper collection trucks and bins, had a strong element of surprise.

During the one-week campaign, newspapers prominently displaying the "Wood You Save" message reached 15,000,000 households. After the campaign, at newspaper collection spots around Tokyo, "Wood You Save" collection bags filled with old newspapers lined the streets. The campaign provoked considerable attention, leading to extensive mass media coverage.