The US Paper and Packaging Board (P+PB) has undertaken The Paper & Packaging – How Life Unfolds campaign to address the decline of paper usage and drum up support for packaging.
With an investment of $20m, the campaign will fund various promotional activities from July to December.
P+PB has been entrusted with supervising the drive.
The initiative is being funded by US manufacturers and importers cutting across industry sectors including printing and writing, Kraft packaging paper, containerboard and paperboard.
The initiatives will deploy an emotional, story-telling approach to call attention to the need and appreciation for paper and paper-based packaging.
Paper and Packaging Board chairman John Williams said: "The paper and packaging industry is a $132bn industry.
"It's important that people know we have hi-tech jobs, sustainable practices and lead in manufacturing innovation - but the best way to talk directly to consumers about the unique attributes of products we make is to connect with them about the role these products play in their lives."
The campaign, conceived by Cramer-Krasselt in Milwaukee, incorporates traditional media including 30-second commercials, print advertising showcasing paper and packaging items, among others.
P+PB executive director Mary Anne Hansan said: "The campaign highlights relatable moments that connect consumers to paper and packaging products in meaningful, emotionally relevant ways."
