Two Sides print media direct mail case study

Paper and print manufacturers set up the Two Sides project to counter the myth that print is an environmentally unfriendly way of communicating with customers, as well as to challenge the increasing popularity of digital.

As part of the project, design agency 300 million created the ‘Renewable, recyclable and powerful’ direct mail campaign. It aimed to educate and influence UK media buyers, 80% of whom had admitted environmental concerns affected their print buying decisions.

Four mailings were sent out over 12 months, each containing a pack of six illustrated postcards. The cards displayed key facts about the direct mail industry, dispelling myths and underlining its cast-iron green credentials.

The recycled paper packaging reinforced the positive message about print and paper’s sustainability and practicality, while the copy outlined the medium’s power to persuade.

Although campaign results have not yet been released about buying habits, the website set up by the initiative recorded an impressive 400% increase in hits.