Love Beauty and Planet is tackling the problem of holiday waste this season through a holiday ad campaign. On Sunday, December 8, Love Beauty and Planet will transform the New York Times centerspread into reusable plant-friendly holiday wrapping paper in an effort to urge consumers to rethink their use of holiday packaging. The upcycling initiative integrates sustainability messaging in the design of the ad along with the creation of the hashtag #smallactsoflove to encourage UGC images of the upcycled wrapping paper in use.
By transforming a centerspread ad into wrapping paper that readers can reuse, Love Beauty and Planet is giving the paper a second life. If every American household upcycled this NYT ad as gift wrap instead of buying new gift wrap enough paper would be saved to cover NYC’s Central Park 15 times.
Speaking about the holiday initiative brand founder Sonika Malhotra said, “Love Beauty and Planet is founded on the belief that small acts add up to a big impact for the planet. The holiday season – a time of giving, but also a time of waste – is no exception. We hope that our unique planet-friendly wrapping paper in the newspaper/NYT will encourage people to rethink their holiday waste, reuse something that they typically may not and inspire them to reduce their environmental impact while having a happy, healthy holiday with friends & family.”
According to Kantar Consulting’s Purpose 2020 report, brands with purpose grow two-times faster than others, and resonate with millennials and Gen Z. Brands are using the traditional marketing levers of the holiday season to reinforce the stands they’re taking as purpose-driven businesses.
Photo: via Love Beauty and Planet