TEAR AWAY ANIMALS by D&h Blurb for SAATO - The Helping Hands Society

TEAR AWAY ANIMALS

Pin to Collection
Add a note
Industry Environmental & Animal Issues
Media Design & Branding
Market India
Agency D&h Blurb
Creative Director Avinash Kumar Nishad
Art Director Dapinder Singh
Copywriter Amit Sharma
Released January 2012

Credits & Description

Category: Promotional Item Design
Advertiser: SAATO THE HELPING HANDS SOCIETY
Product/Service: PROMOTIONAL CAMPAIGN TO REDUCE THE USE OF PAPER
Agency: D&H BLURB COMMUNICATIONS
Art Director: Dapinder Singh (D&H Blurb Communication)
Copywriter: Amit Sharma (D&H Blurb Communication)
Chief Operating Officer: Vaybhav Singh (D&H Blurb Communication)
Chief Creative Officer: Swami Anand Tirth (D&H Blurb Communication)
Creative Supervisor: Sharthak Guha (D&H Blurb Communication)
Creative Director: Avinash Kumar Nishad (D&H Blurb Communication)
Media placement: Note Pad - Saato Society Headquaters - 2 January, 2012

Describe the brief from the client
Saato - The Helping Hands Society is a non-profit organisation based out of New Delhi. The NGO concentrates on a wide range of issues by treating them as time-based projects.
For the first project of the year, Saato initiated a pledge drive to reduce the use of paper. We were asked to devise a communication that establishes the fact that every piece of paper we use, leads to deforestation.

Describe the challenges and key objectives
While most people understand the detrimental effects of the use of paper on the environment, it's not an issue most connect with, directly. This lack of concern renders most communication ineffective.

The objective was to constantly remind people of the damage they caused to the environment, every time they used a piece of paper.

Describe how you arrived at the final design
The idea was to create something that demonstrates the direct connection between paper usage and its adverse effect on the environment. We created a tear-away notepad, using animal skin prints, which did exactly that.

Give some indication of how successful the outcome was in the market
Saato sold 2,000 copies of the animal notepads from its headquarters, over a period of 2 months. Over 10,000 people actually signed the pledge to use less paper. We had to reprint the pad twice to cope with demand.