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How Life Unfolds Campaign Shows the Personal Side of Paper

Karen Weil

Many of us remember the joy of receiving a birthday card from grandparents when we were younger. One of my colleagues said her grandmother always sent birthday cards with a half-dollar coin taped to the inside. It was the greatest thrill to feel the heavy envelope and know by the circle imprint what was waiting for her inside.

The letters I sent to my brother while he was in basic training were one of the things he looked forward to receiving. One friend noted that she still has one of the letters she received during her childhood from her brother-in-law in the Air Force. These represent special moments in our lives.

But the value of paper-based communications doesn’t stop with special moments. Anyone who appreciates a postcard reminder for an appointment, for example, also understands the practical side of paper. One associate noted, “even if I enter it in my phone, it only reminds me a day ahead. The postcard is a better reminder.”

Although IWCO Direct isn’t directly involved in the “Paper & Packaging – How Life Unfolds™” campaign, all of these examples represent the continued use and support of paper-based communication. This is a very important topic for our company and for the direct marketing industry at large. For those who are not familiar with it, the How Life Unfolds campaign was created to reinforce paper’s relevance in our lives. It is a promotional campaign from the Paper and Packaging Board authorized by federal legislation to help stem the decline of paper use and increase the demand for paper-based packaging.

One of my favorite TV commercials currently airing is “Letters to Dad” where a boy sends notes to his father on paper airplanes that he flies over the backyard fence. You can check out some of their ads here.

The major concepts behind the campaign are that paper and packaging products help make stronger connections, improve learning, give people a creative outlet and are sustainable. The delight we feel when receiving a handwritten note or gift package. The tactile learning advantages of reading a book or printed document. Creating a paper hat from the newspaper or learning how to make a paper airplane with your Dad. Paper and packaging are sustainable, recyclable and reusable.

You can feel good about the paper and packaging products that we choose daily. I’ve heard so many wonderful stories of friends and families creating and making cards together. These are memories and traditions that we share throughout our lives. Paper and packaging continues to be both an inspiration and a connection throughout our lives.

link https://www.iwco.com/blog/2015/10/23/how-life-unfolds-campaign/
Karen Weil


Karen Weil

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