What is the "Love Paper" campaign?

Submitted by: Greg Selfe 2016/12/20

Supported by the News Media Association (NMA) and the Professional Publishers Association (PPA), the Love Paper campaign tells millions of people every year about the great environmental story behind Print and Paper.

The campaign was launched in 2012 to improve perceptions of print media and to raise awareness of the responsible forestry which supports our industry.

Research carried out by Two Sides revealed some common misconceptions held by UK consumers;

  • 65% believe European forests are shrinking - in fact, they’re growing in size by 1,500 football pitches every day. 
  • Only 8% believe the European paper recycling rate is above 60% - it’s actually 72% (The highest in the world!)

The campaign is making a difference. Surveys conducted in 2011 and 2016 show a 50% increase in UK consumer recognition of the environmental-friendliness of printed newspapers and a 13% increase for printed magazines.

The adverts appear regularly in the UK’s national and regional newspapers, over 50 different magazine titles, as well as an online campaign. Thanks to the fantastic support of the publishers, the Love Paper messages are able to reach over 30 million people in the UK every year! 

Love Paper Adverts


For copy requests or for more information about the campaign, please contact Greg Selfe: greg@twosides.info 01327 262920

Download the A4 advert by clicking the image below. Even if you're not a publisher, these make great posters which you are welcome to print off and display!

Love Paper Advert