Visual Connections has joined the Australasian Paper Industry Association, joining the likes of Antalis, Ball & Doggett, Direct Paper, Elof Hanssen, Norske Skog, Opal (Australian Paper), Sappi Fine Paper and UPM Kymmene in a continued campaign to challenge misrepresentation of the paper and print sector for brands and marketers across A/NZ.
In an effort led by The Real Media Collective (TRMC), which recently released its Insight Series which includes exploration of key areas of strength the paper and print sectors, the Collective has been on the front-foot to defend the industry following the recent Coles supermarket announcement.
To deliver the campaign a ‘call to arms’ was issued and TRMC and the Australasian Paper Industry Association came together.
TRMC CEO Kellie Northwood challenged the negative claims made that using less paper saves trees as well as other environmental myths and suggestions print is no longer an effective marketing channel.
“Our industry has long endured claims that paper is bad for the environment which is simply untrue. Paper comes from a renewable resource, tree farms are important carbon sinks and household paper product recycling rates in Australia is one of the highest in the world at 87 per cent,” she said.
“From GAMMA to Visual Connections, TSA Limited to The Real Media Collective we have held a valued partnership for many years with mutual members, partnered projects, government submissions and more.
“There was no hesitation from Visual Connections when we reached out to its CEO and president and I want to thank not only their board but also Peter (Harper) and Mitch (Mulligan) for supporting the proposal. It is more important, now more than ever, to fight for our industry and strengthen our industry voice against these misleading claims.”
Visual Connections CEO Peter Harper said the organisation represents the suppliers of the print and signage industries and these claims impact its members.
“We are a founding member of the programs The Real Media Collective offer to the industry and proud partners, this call to arms was unanimously agreed by our Board and Members to work together to address industry concerns,” he said.
The first issue of the Insight Series has been released and explores the importance of online retailers using physical media channels to promote a ‘genuine’ presence to customers.
“The research, the readers and Australians report paper and print are highly valued, and it is our job as an industry to communicate the research and expertise that supports the strength of our channel to our customers,” Northwood added.
“We also need to arm our members, for any discussions they may be having with customers about investing in print. Print is effective, well read and a better environmental choice than other channels.”
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