For the bag design, we used an iconic ecological image - a grain pattern from a cut-down tree. This image was a powerful reminder that the source of paper is valuable and finite, and that consumers' help is needed for the preservation of forests. Because consumers saw the image while actually recycling, the message was doubly reinforced.

A measure of the campaign's success is that we gained 100,000 free outdoor spots, each of which was seen by multiple consumers. The campaign provoked considerable attention, leading to wide extensive media coverage, and thus achieving high recognition at negligible cost.