Cheil India's 'MINUS ONE' - A PLUS FOR MOTHER NATURE

Cheil WW SW Asia has rolled out a CSR campaign in a bid to help save forests and to make the human beings responsible enough towards 'Nature'. The campaign developed by the Cheil India teamasks people to adopt a simple practice to make their valuable contribution towards a greener world.

The practice, aptly called MINUS ONE, asks us to reduce the font size by 1 before taking a printout which reduces the number of pages required for the printout. It helps in saving the forests by shrinking the paper need as the paper is held responsible for one-third of all the axed trees.

For instance, a 39 page document reduces to 32 pages, once the font size is reduced from 11 to 10. That’s an 18% reduction in paper consumption. So one can take all the printouts he wants while ensuring a better world for the generations to come.

At an average rate of 18%, around 21 billion sheets of paper can be saved every year. And that means thousands of hectares of forests can be saved from being axed.

Commenting on the campaign, Alok Agrawal, chief operating officer, Cheil WW SW Asia, said, "This is a small initiative by Cheil Worldwide to prevent rapid deforestation. Fonts and point sizes are the fundamentals of advertising business. By doing something as simple as reducing the point size by 1, we all can make a big difference to the amount of paper we use. The power of this idea is in its simplicity."

The initiative is getting a great response from not only NGOs but also corporate, schools, colleges, publishing houses small businesses, individuals and others. Clearly, Minus One is a plus for human sustainability.

Follow the links to catch more info:

Watch the intro video athttp://www.youtube.com/watch?v=jHQGyMBtE9Y