Paper Cuts Life
Greenpeace
Issue 31 | June 2014
Agency
Saatchi & Saatchi Shanghai
Creative Team
Fan Ng Jonathan Ip Momo Hou Guojing Yang Andy Lau Janny Guo Jerry Wei Eden Qin
Production Team
Ran Yin Lily Jin Leslie Qiu
Other Credits
Rebecca Liu Judy Zhang Kris Xiao Gary Yip Joey Gu Venus Yao
Date
January 2014
Background
Every year, widespread deforestation threatens to drive numerous animal species to extinction. Greenpeace urgently needed to remind people of this alarming truth. But in rapidly-developing China, with the problem distant from daily life, how to bring across the facts in a more immediate and relevant way?
Idea
By using one of the major cause of deforestation—paper media, for the message. Here comes the idea:" Paper cuts life". The agency decided to put the blood of animals on people's hand, so the connection between everyday paper use and animal extinction would be impossible to ignore. And who use more paper than magazine? Instead of a full-page magazine ad beyond the budget, they printed bloody 'paper cuts' that were shaped like endangered animals on the margins of magazine. After reading several pages, it's hard to ignore the shocking bloody truth.
Results
The QR codes on the bloody page took over 15000 people to the Greenpeace website. A 48% increase in subscriptions of e-version of the targeted magazine. With the message being shared by free media and white collars, the message was spread to even more people. Best of all, 27 more magazines have contacted Greenpeace to ask how to join the movement to help save our furry friends from extinction.