Compassionate Essentials "Reverse Our Actions" Advertising Campaign Ideas

Nov 1, 2011 by Yuriy Sklyar

As we prepare to launch one of our latest projects for Compassionate Essentials - a California-based company that specializes in environmentally and socially responsible house products (paper towels, toilet tissue, cleaning supplies, etc), I've come up with some ideas as to how we could potentially advertise company's products.

As you've probably guessed, the name of the campaign will be something along the lines of: "Reverse Our Actions". It will target people on a more personal, morally & socially responsible level. One of the ideas was to advertise in National Geographic using the deforestation example.

National Geographic March 2011 & April 2011 issues that I used for the basis of the next example.

The simple, yet strong message would be along the lines of: "By using our 100% recycled toilet tissue, you are preventing millions of trees from being cut down. You are a good human being. There should be more people like you."

Here is another idea:

However this would only solve 50% of the "problem". The website would need to carry on the message in a simple and even more effective way in order to convert users into buyers, which is something that we still need to do before we launch it.

Below is my idea for presenting the products:

As you can tell, the actual products required quite a bit of retouching in order for them to be presentable. The little box cutaway was made from scratch, to give the user a better idea of how the package will look like once it's delivered. The "x80 PCS." will most likely be replaced by "100% recycled".

How would you promote something so basic and essential as toilet tissue/paper towels? Let me know!


Yuriy Sklyar - Principal, Threefifty

I'm responsible for UX and UI (among other things) of all projects that come through the doors of Threefifty.

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