• by Fern Siegel , April 12, 2023

The Papertarian movement is no joke.

According to the EPA, recycling paper is crucial to sustainability. It helps reduce greenhouse gas emissions, as well as energy and water consumption. It also extends the fiber supply and saves landfill space.

That’s the impetus for “Go Papertarian,” a new campaign from The Paper & Packaging Board.

The Manifest agency produced four 30-second spots featuring Retta, the actress from “Parks and Recreation,” who delivers a no-nonsense approach to eco-smarts and a “paper-based lifestyle.”

“True behavior change isn’t the result of any one TV spot or social post. It’s the result of taking action. So rather than pitch the Papertarian as a body of work, we proposed an idea that empowers people to feel good about paper,” said Sacha Reeb, Manifest’s Chief Creative Officer.

The new spots are: Join the Papertarian Movement, Papertarians Shop Smart, Papertarians Recycle Right and Papertarians Care for the Planet.

“Go Papertarian” airs on linear and connected TV, print, digital, social, display and native ads, print and paid audio.

“Our mission this year was to focus on smarter consumption, and we know we needed an idea that consumers could rally behind. Something that challenged the misconceptions around paper and empowered people to choose and use it, and feel good about that choice,” said Mary Anne Hansan, president, Paper & Packaging Board.

Manifest has also done work for Alamo, Primrose and the Delta Design Trust.