Green Nation Urges People to Be Mindful of Printed Paper Waste

By: Laura McQuarrie - Jul 9, 2015
References: grey & creativeguerrillamarketing
Aiming to target the culprits of printed paper waste, Green Nation created the Deforested Desktop. In order to raise awareness on how printed paper and deforestation are connected, the changing desktop background begins as a lush green background and slowly becomes a more barren scene as an office worker prints more documents.

The Deforested Desktop app has already been installed at more than 50 huge companies, serving as a reminder that all this paper comes from somewhere and people should think twice before they hit the print button—or better yet, go completely paperless.

Examples like this are indicative of a shift consumers are making to better themselves or the environment, where some form of shame, guilt or embarrassment is involved in the process of calling them out on a specific behavior.