Printing Industries of America Ads
The Printing Industries of America (PIA) wanted to create an ad campaign to educate the public about the many misconceptions regarding print media, the environment and how consumers perceive the paper industry. I attacked this two different ways. The first approach was a myth/truth concept that used facts about paper and its impact on the environment, whether it be that the paper industry plants 3X more trees than it harvests or that the effects of producing an e-reader are 70X worse than that of a book. The second grouping dealt with public opinions about paper by using percentages to help convey that people still prefer printed media; whether it's 85% of consumers sorting and reading printed mail or 74% of college students preferring a printed textbook when taking a class. I executed both campaigns with large, stylized headlines integrated into impactful imagery, allowing the facts to speak loudly to the consumer.