The story of how cardboard can save the world
Beyond the Box is a behaviour change initiative spearheaded by the CPI (Confederation of Paper Industries), that celebrates the renewable, reusable and recyclable qualities of cardboard.
The CPI’s on a mission to get people thinking differently about cardboard and make responsible choices when it comes to handling and disposing biodegradable packaging.
For one of our latest awareness-raising campaigns, we enlisted the help of the most passionate group of sustainability changemakers, invested in protecting our planet for future generations - children.
We ran a competition challenging them to re-purpose old cardboard packaging, using their craft skills to tell stories that were important to them. We partnered with Creation Station, the UK's leading creative arts & crafts club for kids, who ran workshops to help children to hone their ideas. The artists then entered the competition by posting pictures of their creations on social media, using the hashtag #ChooseCardboard.
Entries were whittled down to one final winner, whose brilliant story 'Bees & Trees' was brought to life by our talented animation team at Junction Eleven Studios. Using the characters created with recycled brown paper and cardboard, the short animation urges everyone to think carefully about the importance of choosing cardboard, and the positive impact all of us can make on the environment.
Results
During the campaign, engagement on social was 100% higher than the previous monthly average.
The Choose Cardboard campaign helped grow Beyond the Box’s online following by 73% in the space of two months.
