Submitted: The Two Sides Team September 15, 2015
Winning Print Advocacy Campaign, “A Communicator’s Guide to the Neuroscience of Touch,” Announced at EXECUTIVE OUTLOOK Conference
CHICAGO—September 14, 2015—Sappi North America’s multi-media campaign promoting print to creative designers, printers, advertisers and corporate communicators was selected as the 2015 winner of the annual Positively Print award. The two-part Communicator’s Guide used printed brochures, six neuroscience video shorts, a micro-site and live events with noted neurologist Dr. David Eagleman to showcase both advanced research on media and perception, and case studies from Apple, BMW and the World Wildlife Fund on their use of print in integrated communications.
“Sappi’s campaign not only provides graphic communicators with the science behind the effectiveness of print, but also showcases real world success stories from major international companies that have effectively integrated print into their communications,” said Ralph Nappi, president of the Graphic Arts Show Company (GASC), who co-presented the award at the close of the 2015 EXECUTIVE OUTLOOK conference, held immediately prior to the opening of GRAPH EXPO 15 and co-located CPP EXPO, that runs Sept. 13-16, 2015 in Chicago’s McCormick Place.
The impetus for the Sappi campaign came from a 2009 study, which established that print leaves a “deeper footprint” in the brain than do electronic communications. Meanwhile, research by Dr. Eagleman found results consistent with earlier studies: people learn and remember best what they read on paper. His research also broke exciting new ground, finding that paper quality significantly affects those responses.
Sappi’s campaign included a series of six “Neuroscience Shorts” videos that expanded on themes introduced in its Communicator’s Guide to the Neuroscience of Touch. Highlights of the research findings include:
- Brains are built to respond to touch
- What we touch shapes what we feel, influencing perceptions both consciously and subconsciously about people, situations, companies, and brands
- Tactile communications like paper cause people to exhibit a sense of ownership of the objects they read about, influencing buying decisions.
This is the sixth year for the Positively Print award, which recognizes an organization that promotes the power, sustainability, and effectiveness of print.
“We want to showcase companies that effectively advocate for print,” said award co-presenter Phil Reibel, president of Two Sides North America. “Sappi’s Communicator’s Guide campaign is an outstanding example of such advocacy.”
More information on Sappi’s campaign may be found at: www.na.sappi.com/education/probookshelf/neuroscience. Recent past Positively Print winners include: (2014) IKEA—”Bookbook” Campaign; (2013) Sappi Fine Paper North America—”PRINT &” Book; (2012) PrintCity—”PRINT! Seen! Lean and Green”; and, (2011) Domtar—”Paper Because” Campaign.
About GRAPH EXPO 15
Recognized as the most innovative and comprehensive exhibition in the Americas of inkjet, digital, offset, flexo, gravure and hybrid technologies, products, and services for the commercial, transactional, converting and package printing, publishing, mailing, in-plant, photo imaging, marketing, and industrial printing industries. This year’s ”Transform” themed GRAPH EXPO 15 offers an exciting show-going experience for a diverse spectrum of attendees. The industry event presents the latest graphic communications technologies in live equipment demonstrations across the exhibition floor, plus education on the most in-demand products and newest profit-making opportunities. GRAPH EXPO 15 offers more than 70 interactive learning sessions and 50+ co-located events for attendees across 12 key market segments.
About Graphic Arts Show Co. (GASC)
GRAPH EXPO and PRINT are produced by the Graphic Arts Show Co. (GASC). GASC is owned by Epicomm, NPES The Association for Suppliers of Printing, Publishing and Converting Technologies (NPES), and the Printing Industries of America.
About Two Sides
Two Sides is an independent, non-profit organization created to promote the responsible production, use and sustainability of print and paper. Two Sides is active globally in North America, Europe, Australia, South Africa, Brazil and Colombia. Its members span the entire print and paper value chain, including forestry, pulp, paper, inks and chemicals, pre-press, press, finishing, publishing, printing, envelopes and postal operators.