PUBLISHER'S NOTE
In our increasingly polarized culture, where idealogues portray life as a zero-sum game, one of the truly dimwitted notions is that environmental responsibility and business growth must be at odds. In fact, green graphic design can be good business for creatives and their clients; indeed, that is a central tenet of this enewsletter. Today, we note two outstanding design firms — Hershey/Cause in Los Angeles and TippingSprung in New York — which operate divisions focused on the communications needs of non-profits and public interest groups in general, and environmental advocacy groups in particular. These two organizations reflect a broader movement among creative professionals to grow their businesses consistent with personal beliefs and social responsibility. Writ large, it's a recipe for innovation and expansion.
— Gordon Kaye, editorial@gdusa.com
THINKING GREEN
Packaging Webinar
The Sustainable Packaging Coalition and Package Design Magazine are presenting a special two-and-a-half hour webinar featuring insights into the market forces affecting package design and sustainability. Designing for Sustainable Packaging will probe the real meaning of sustainability, exploring the issues and concerns from several perspectives — the state of the packaging industry, consumer perspectives, marketing strategies, regulatory issues, and spotlighted success stories. According to the sponsors, the first 300 individuals to register will have free admission to the webinar. All those who register and attend the webinar receive the 104-page book of sustainable packaging guidelines produced by the Sustainable Packaging Coalition.
http://www.packagedesignmag.com/sustainablewebinar/
Mail Matters
The Direct Marketing Association has launched a major initiative to encourage consumers to recycle catalogs and mixed paper. Beginning this summer, DMA member companies, which represent many of the country's leading brands, will be adding Recycle Please logos to their catalogs and direct mail pieces. "While Americans are recycling more paper each year, the recycling rate for mixed paper remains well behind the recovery rates for other types of paper," says Patricia Kachura, senior vice president for ethics and consumer affairs. We want to help make sure that number goes up. People know to recycle newspapers, but they may not be aware that catalogs, magazines, mail, and office paper should also go into the recycling bin in most communities. President & CEO John A. Greco, Jr. encourages corporate and nonprofit members to embrace the new logo and website.
http://www.recycleplease.org
Recognition To Inspire
Agfa Graphics announces the two inaugural honorees — H&S Graphics of Lodi NJ and Accell Graphics of London ONT — of its Environmental Recognition Awards program. The program acknowledges customers who use "green" technologies at their plants and use those technologies to promote environmental awareness through marketing to their customers. H&S Graphics, which promotes itself as providing "Environmentally Friendlier Printing," is a family-owned business that can trace its roots back more than 85 years. Says John A. Santangelo: "Letting our customers know that quality and price do not need to be sacrificed in order to be environmentally responsible has given us a competitive edge." Accell Graphics, in business for 21 years, is an FSC Certified design and printing facility that goes to great lengths to promote environmental awareness, in part, by publicizing its own proactive approaches. "Besides being chemistry-free, we recycle 99% of all production materials, we utilize 'Green Power' such as wind and low-impact hydro-generated power for all our energy needs, and we even repurpose our out-of-date computers for other uses inhouse," states owner Warner Tenkate. Comments Agfa Graphics' Michael Davis, CtP marketing manager, North America: "Many printers are adopting 'greener' policies today, thinking about the years ahead and their responsibilities toward future generations... We hope our recognition program helps inspire others to move their efforts progressively forward."
Address The Mess
Comedy Central has launched a new program to encourage audiences to lead an environmentally friendly life. The new Address the Mess campaign features a dedicated website that gives tips and hints for carbon footprint reduction, and presents advice on the proper disposal and recycling of everything from cell phones to garbage. Public service announcements are pointing viewers to that site. The campaign was launched after research found the environment was consistently mentioned in audience surveys as an important topic.
http://www.addressthemess.com
Authenticity Counts
"Fair trade, carbon footprint, organic, holistic, GM-free. Green brands. It's the trend du jour, and it doesn't look likely to go away." Those are the words of David Blyth of The Brand Union, the new name for Enterprise IG, the global brand agency of WPP. Blyth also advises to tread carefully, however, cautioning that "the concept of green is all still very grey" and arguing that a brand is only as good as a company's reputation of promise and delivery. "While green may be the new black and your brand may be tempted to climb aboard the bandwagon, are you ready? Is your commitment to go green an authentic statement of your intention? Can you deliver?... Authenticity needs to be built into the very fibre of your company and brand. This is not an overnight exercise in repackaging yourself in brown paper and recycled materials."
www.thebrandunion.com/News/Detail/1/GreenBrandsGetTheGreenLight
Xerox Indexed
Xerox has been named to the Dow Jones Sustainability North America Index in recognition of the company's economic, environmental and social performance. The index identifies those companies that exemplify leadership in sustainability among the largest 600 North American companies of the Dow Jones Global Index. Inclusion is based on a wide variety of criteria including climate change strategies, energy consumption, human resources development, knowledge management, stakeholder relations and corporate governance. "Acting as a good corporate citizen is at the very core of our values," said Anne M. Mulcahy, Xerox chairman and CEO. "We invest in efforts that will be good for the community, good for the environment and, frankly, good for business. Our listing on this sustainability index reflects our commitment to the highest possible standards across the board."
http://www.sustainability-index.com/
Making A Statement
Alcan, the maker of popular graphic arts boards Fome-Cor, Gatorfoam, Sintra and others, has released a sustainability statement for graphic designers. "At Alcan, sustainability and business value go hand in hand," said W. Jay Wynne, vice president, sales and marketing, Alcan Composites USA. "Our interpretation of sustainability involves improving performance through increased social and economic benefits while reducing the environmental impacts of our activities both short- and long-term. Alcan has a vital role to play in reducing environmental releases, conserving natural resources, and ensuring healthy and safe communities and workplaces." The statement is available online to graphic designers and display fabricators.
http://www.alcancompositesusa.com/Sustainability.pdf
Mastery Certified
The extensive graduate program offered at the Academy of Art Institute, San Francisco, is detailed in Mastery, an impressive new graduate program book. It is designed and art directed by the School of Graphic Design faculty — Phil Hamlett, Mary Scott and Hunter Wimmer. The graphic design program is for designers who are already working, explains Graduate Director Hamlett, "but want to radically turn up their game." The book itself has already received its own diploma of sorts: Mastery is FSC Certified, having been printed at FSC-certified Graphic Press on FSC-certified Mohawk Options 100% PCW.
http://gradstudents.academyart.edu
Living Green
The xpedx Cincinnati Division hosted its first-ever "Living Green Expo." The expo, which took place last week, presented education and information on environmentally sound printing and packaging. "We are finding there are a lot of basic questions from our customers — and their customers — about the best way to incorporate green products and practices into their businesses," explains Chris Baum, division manager of the xpedx Cincinnati Division. "xpedx wants to answer some of those questions and show new offerings in the marketplace that can help meet their needs." Derek Smith, renowned consultant and speaker, addressed the impact of environmental trends on business.
http://www.xpedx.com/company/environmental.aspx
Sterling Performance
Coated papermaker NewPage introduces FSC certification for Sterling Ultra. "Although Sterling Ultra FSC certification marks a new milestone for NewPage, our commitment to greener products and practices are longstanding," said Jim Okraszewski, Director of Fiber Supply, NewPage. He also notes that 100% of NewPage wood fiber is in compliance with the SFI standard across all mill facilities "At NewPage, we are proud of our products, our partnerships and our sustained commitment to the wise use of resources," states Brian Boland, Marketing Manager. Sterling Ultra has long been a high quality solution for annual reports, corporate and product brochures, catalogs, magazines, posters and advertising inserts.
http://www.newpagecorp.com
GREEN PEOPLE
For The Cause
R. Christine Hershey has been an influential graphic designer for three decades, not to mention a one-time GDUSA Person To Watch. While operating Hershey Associates for major corporate clients since 1977, she formed Cause Communications several years ago to serve philanthropic and advocacy clients. Says Hershey: "Cause, a501(c)3, was formed as the first nonprofit in the nation to offer truly integrated communications, and we are dedicated to helping educate and elevate best practices in this sector. The mission of Cause is to identify opportunities where strategic communications and collaboration can be leveraged to achieve significant, measurable results for real social change. We believe in the power of communications to accelerate social change in ways that will transform our society." Though environmental clients and green initiatiatives are only one area of the Cause practice, it has executed high profile projects for the likes of The Climate Project, The Environmental Resource Center/ERC, The Nature Conservancy, and SeaWeb.
http://www.hersheycause.com
Tipping Point
Cameron C. Dubes has been named president of TippingSprung Cause, a new division of the New York-based brand consultancy TippingSprung. The division specializes in helping nonprofits fundraise for capital, endowment and major-gift campaigns as well as providing branding and communications services. Dubes brings 27 years of professional experience in serving nonprofits in areas that include environmental, health, education and human rights. "Cameron's experience in helping build cause-related brands will provide invaluable insight for all our clients, and represents an important addition to our service offering," says CEO Robert Sprung.
http://www.tippingsprungcause.com
Corey B. Brinkema
Corey B. Brinkema is the new president of FSC-US. FSC is a global and national leader in the development of standards for the certification of sustainable, well-managed forests. Previously Executive Director of the Green Institute in Minneapolis MN, Brinkema brings with him experience in nonprofit management, business development and fundraising. In addition. he has significant experience in standards development of green building programs, and management of a business unit that has FSC chain-of-custody certification for distribution of FSC-certified building products. Chairman Bill Hayward states, "the vision of the FSC is to conserve the world's forests by allowing the marketplace to value sustainable forestry. Corey is the dynamic and inspired leader we need to build on past success and take the FSC to the next level." Brinkema is a graduate of Dartmouth and earned an MBA from Michigan.
http://www.fscus.org/
PROJECT PLANET
Mercedes Feeling Blue
The color blue is a metaphor for clean air in a new Mercedes-Benz international advertising and brand communications campaign that focuses on sustainability. The first print ads will feature the E 300 BLUETEC to be launched in Germany in December. Four different print ads will run in parallel with a tv commercial and an online campaign. The sustainability campaign will then be extended in mid-2008 to include additional vehicles and developments related to activities which are combined under a TrueBlueSolutions umbrella. "In our marketing campaign on sustainability we promote innovative technologies for environmentally sound mobility such as the BLUETEC emission treatment system, which Mercedes-Benz offers to its customers as the world's cleanest diesel," says company executive Dr. Klaus Maier. "Regarding the mobility of the future, we at Mercedes-Benz think in a holistic manner and therefore examine the complete value chain, which means a focus on creating a sustainable foundation for all development, production, and service activities. All of these activities will be combined under the 'TrueBlueSolutions' heading."
Siemens Speaks
Siemens, the international technology conglomerate, is mounting a global $144.5 million campaign designed to engage readers and air travelers with questions about worldwide and business issues. Protecting the environment is first on the list. Print ads via Ogilvy & Mather lead the program with as much as 65% of the spend going to print, 20-30% online and 10-15% for out-of-home. One in a series of three print ads touts Siemens' solutions for helping to conserve natural resources, save energy and cut costs. The image of a boat amid an offshore windmill farm comes with the question: "How can you power a planet hungry for electricity without damaging it?" Text offers: "Siemens answers. Answers for the environment." Notably, Siemens is the world's second largest manufacturer of wind turbines, which convert mechanical energy into electricity.
Piping Up
Taking advantage of the growing movement against bottled water among governments and advocacy groups — 86 percent of the bottles are not recycled — the American Water Works Association has been aggressively pursuing an "Only Tap Water Delivers" campaign. The print, collateral and psa's placed by AWWA utilities throughout North America, raise awareness about the value of tap water service. The ads bring a voice to buried water pipes and everyday fixtures and contemplate what would be said "if only our water infrastructure could talk to us." The program won an award in the Society of National Association Publications 2007 EXCEL competition for, as the judges wrote, "great copywriting and dramatic photos helped deliver message."
COMING NEXT FROM GDUSA...
The American Inhouse Design Awards call for entries coming in January; to be included on the mailing list...
http://www.gdusa.com/contests/aida.php