Reach for Unbleached!
Consumer Campaign Lessons Learned
What is a Consumer Campaign?
A consumer campaign pressures manufacturers and distributers to provide products for sale which are currently unavailable. Each campaign will have its own set of criteria for what makes an improved product. Manufacturers tend only to produce products which they feel have a guaranteed market; a consumer campaign's role is to show them that a significant market exists for environmentally friendly products. For example, with Reach!, our main concern has been to promote increased manufacture and sale of paper products which are either Processed Chlorine Free (PCF) or Totally Chlorine Free (TCF) due to concerns about human, wildlife and water health from more conventional pulping methods.
Reach's largest consumer campaigns have been the Tissue Issue Campaign and the Office Paper Buying Club, both focused on educating the consumer to make informed purchasing decisions to increase the availability of PCF and TCF products on the market.
Consumer Campaigns are important because they:
With these two campaigns Reach for Unbleached! has realized that intense consumer pressure to change the way paper is made is a very powerful tool to get polluting mills to switch to safer chemicals and cleaner technology. In fact, a recent province-wide poll indicates that 85% of British Columbians are willing to buy chlorine free paper products due to concerns for health and the environment, even if they cost more than chlorine bleached products. A successful consumer campaign must ensure that manufactures feel the pressure from concerned consumers.
The Tissue Issue Consumer Campaign
The Reach for Unbleached! Tissue Issue Consumer Campaign was launched as a result of the many phone calls received by concerned consumers wondering why they could no longer find chlorine free toilet paper on their supermarket shelves. The goal of the campaign was to have at least one BC supermarket chain selling chlorine free tissue products and at least one BC mill producing chlorine free products where they had not been before.
A couple of years prior to the 1997 launch of the Tissue Issue Consumer Campaign, Scott Paper Products Ltd. removed their chlorine free, recycled toilet paper from the market citing lack of consumer interest. Since Scott's withdrawal from the market, most of the chlorine free sanitary papers sold in BC have primarily been imported from the US, with, more recently, some from Ontario. This change in the market resulted in chlorine free tissue products becoming less available and more expensive.
The goals of this two year campaign were to inform consumers of the chlorine free alternatives available and to encourage individuals to pressure their local stores to provide this product if they were not already. The techniques included:
These techniques led to the Overwaitea/Save-On Foods supermarket chain commissioning Scott Paper Products in New Westminster to produce an in-house brand of recycled, chlorine-free toilet paper under the Western Family label in mid-1998. While Overwaitea/Save-On-Foods did nothing special to promote this product, Reach! has learned that the toilet paper is selling very well, in fact exceeding anticipated sales.
Also, largely due to the Tissue Issue Campaign, the Educational Co-operative Purchasing Group, consisting of all the public schools in the lower mainland, as well as British Columbia Institute of Technology, Simon Fraser University, Open Leaning University, Capilano College and others have indicated their willingness to specifically request chlorine free paper products with their next order.
Reach! learned a number of lessons by the end of the Tissue Issue Campaign's two year mandate which led to a clearer, more efficient campaign. These lessons included:
The Bulk Office Paper Buying Club Consumer Campaign
The purpose of the Reach for Unbleached! Office Paper Buying Club is to consolidate the buying power of consumers of chlorine free, recycled office paper to increase availability and lower cost. The unique feature of this consumer campaign is that Reach! is acting as a seller of a specific product which we identify as being environmentally preferable.
The Reach for Unbleached! Bulk Office Paper Buying Club began in the spring of 1998 in conjunction with Paper Choice, a small business supplier of environmentally friendly paper. The price of environmentally friendly paper can be a barrier to its success on the market. That price can only be lowered by large and consistent purchases. The goals of the Club were threefold:
By developing the Bulk Office Paper Buying Club, Reach! intends to send a message to paper manufacturers and distributors that it is time the market made a shift to meeting the demands of environmentally concerned consumers.
The first step in establishing the Club was to choose product guidelines for the paper we would promote. These included:
The paper currently chosen for the Buying Club is Rolland's New Life Dual Purpose - a 100% post consumer recycled paper, made in Quebec, and manufactured with no secondary use of chlorine compounds. Reach! is open to offering other papers through the Buying Club if we find a product of equal or better quality (whether wood or alternative fibre), and lower cost.
By joining the Club, members save at least 20% over regular retail prices. The idea is that purchasers of large amounts will be helping smaller customers to share the savings. Other important features which help the Club run efficiently and cost effectively include:
Numerous BC environmental groups, NGOs, small businesses, consulting companies, law firms, First Nations, student unions and a few departments of the federal government have joined the Club, representing over 600 members since the Club's inception. In the future, we hope to convince some larger corporate consumers and school boards to begin using this paper, as well as increased government participation on all levels. Finally, information requests have been coming to Reach! from across Canada and the USA proving there is an incredible demand for reasonably priced environmentally sound paper, which is not being met by most distributors.
To date, Reach! has been informing the public about the Buying Club in a variety of ways, including: membership mail outs; distributing information at festivals and trade shows; email listserves; advertising in environmental magazines and newspapers; press releases; cold calls and/or visits to organizations or businesses which may be interested in the Club; letters to corporations, provincial government and school boards; and, best of all, word of mouth.
We will continue using these techniques, as well as:
Tips from the Lessons We Learned
Like the Tissue Issue Campaign, Reach! has learned a great deal as the Bulk Office Paper Buying Club has proceeded, particularly in relation to the successful distribution of this product. If you wish to conduct a campaign where you are offering a product for sale, these tips may help things run more smoothly:
* With thanks to Alice Grange and Liza Morris, December 8, 1999