About Print: Part of Life
The Print: Part of Life campaign aims to remind consumers of print’s irreplaceable role in their lives and inform them of what print can offer. There are a lot of common misconceptions about the printing industry so we want to present people with the facts about print so they can be fully informed when making sustainable choices. For business people, particularly those who work in marketing, we want to reinforce the many benefits that print offers them as part of the marketing mix.
The campaign aims to inform consumers and print buyers (marketing professionals and advertising agencies) about the benefits of using print. It also provides information and a united voice for the printing industry.
Print is a cornerstone of everyday life and has been for hundreds of years. It’s the morning newspaper, your child’s favourite book, a school textbook, the packaging your cereal comes in, a treasured family photo. You can touch print, smell print – print is real.
Another great thing about print is its permanence. You can keep a book forever and lend it out to dozens of friends. Or give someone a magazine you’ve finished with or cut out a newspaper article to keep for posterity. No other medium is treasured like print is.
From a marketer’s point of view, print is just as effective today as it’s always been. Because consumers trust print it’s a great place to start a dialogue, for example with a newspaper ad or a billboard, that continues the communication by driving customers to a website for more information.
