A color photograph of a vintage Volkswagen Bus, festooned with floral paint patterns, against the sun, low on the horizon.

An entertaining statistic

A catchy lead makes a press release compelling

Press releases tend to be dry, boring and disposable. For a commercial printer instituting paper-saving measures, I came up with a novel approach. The result, a memorable press release, for a change. The tease:

What does a million pounds look like?

500 tons of paper. That’s how much waste Print Art is keeping out of landfills each year, thanks to a new recycling partnership with Greenstar.

Put in perspective, that’s a million pounds. But what does a million pounds look like? It looks like 500 Volkswagen Buses. Yup. It would take 500 VW Buses to haul a million pounds of paper. (Lovebeads optional.)

It went on from there – I won’t bore you with the boilerplate but you get the idea. Plus, the image goes with the green/ecology theme. At least for the baby boomers in the target audience.

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