Campaign India Team
Dec 29, 2011

Cheil WW SW Asia initiates Minus One Project

The digital CSR campaign advocates 'Smaller fonts for bigger forests'

Cheil WW SW Asia initiates Minus One Project

Cheil WW SW Asia has rolled out a CSR campaign in a bid to help save the world’s forests. The campaign, which advocates smaller font sizes to reduce paper usage, has been created by the Indian creative team and adopted as a global best practice by Cheil offices around the world.

The agency says: "The 'Minus One Project' is an endeavour to sensitise the community about forest cover that is disappearing at an alarming rate. Much of this is due to mankind unwarranted demand for paper. Five million hectares of forests cover vanishes every year just to meet our everyday need for paper. A need we fulfill in a very careless and wasteful manner. By doing something as simple as reducing the font size of a document by 1 before printing, we can reduce the paper consumption for printouts considerably, almost up to 50 per cent. And that means lesser number of trees need to go under the axe. Just few seconds of effort will add years to forests."

Speaking on the roll out, Alok Agrawal, chief operating officer, Cheil WW SW Asia, said, “This is a small initiative by Cheil Worldwide to prevent rapid deforestation. Fonts and point sizes are the fundamentals of advertising business. By doing something as simple as reducing the point size by 1, we all can make a big difference to the amount of paper we use. The power of this idea is in its simplicity. ”

To follow Minus One and participate, visit and!/MinusOneProject.


Agency: Cheil Worldwide SW Asia
Creative team: Team Cheil India

Campaign India

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