APRIL 18, 2017

Tree Selfie Guidance for CAPs

WHO: The Paper and Packaging Board’s Environmental Stewardship Messaging (ESM) campaign


WHAT: The Arbor Day #TreeSelfies promotional campaign. A paid social media effort in partnership with P+PB members, allies, and selected celebrity partners—including HGTV’s Chris Lambton, actress Tia Mowry, and host Mario Lopez—in which we’ll be inviting people to share selfies with their favorite trees, or better yet, selfies of them planting trees, as part of a celebration of Arbor Day and the role the Paper and Packaging industry plays in maintaining healthy forests.

WHEN: April 27 – 30, 2017


WHERE: Twitter, Facebook, Instagram


WHY: The ESM program’s principal objective is to reduce consumers’ feelings of guilt and waste around paper and packaging products—feelings that are partly rooted in concerns over the use of natural resources in making our products. P+PB research shows that consumers, including sizeable majorities of our target consumer segment the Expressives, are most likely to feel favorably about the use of our products when armed with facts about the industry’s role in the maintenance of healthy, sustainable forests.


HOW YOU CAN HELP: We’d like you, our CAPs, to use your company’s existing platforms to help us spread our message, connecting it organically with your own content and tailoring it for your audiences. We’ll also ask you to provide us with some good pics for Instragram, Twitter, and Facebook. We’ve included some example themes for inclusion in your content, but we encourage you to personalize your message and highlight your company’s unique sustainability profile. Our goal is to have you expand on and add to the P+PB content organically, instead of merely to re-share it.


CONCRETE STEPS: We’re asking all of our caps to use your existing social media platforms—specifically Twitter, Facebook, and/or Instagram—to:

  • Re-share #TreeSelfie content. (We will send a digest of content suitable for sharing several times throughout the campaign, but we encourage your social media teams to monitor the hashtag yourselves).
  • Contribute original content on at least one day from April 27 to April 30. Ideally, content would include pictures taken by your companies’ employees, leadership, and/or allies/customers in forest management. The pictures should highlight the natural beauty of trees and/or convey the importance of responsible forest management. Pictures should accompany tweets, brief Facebook posts, or Instagram captions that highlight campaign themes and/or your companies’ own sustainability efforts. Please make sure to use the #ArborDay and #TreeSelfie hashtags.



– While many people know that paper is an environmentally responsible choice, some still think it’s wasteful. That couldn’t be farther from the truth.

-On Arbor Day and all year round, people shouldn’t feel guilty for using paper and things like cardboard and corrugated boxes. Why? Because paper is one of the most sustainable materials on the planet.

-People who care about waste should value paper based products, which are reusable, repurpose-able, recyclable, and replant-able. Nothing goes to waste. Everything paper can lead multiple lives.

-Our environment faces many challenges, but we’re a part of the solution: US forestland is growing, and we’re planting twice as many trees each year as we use.

-Paper-based products are an environmentally responsible choice for people who care about protecting forests. U.S. forestland is growing, and the main threat to healthy forests in the future comes not from the paper and packaging industry, which needs strong forests to thrive, but from the conversion of forestland into other uses (like real estate development).

-Most American paper and packaging companies have pledged to conform to one or more internationally recognized, independent, non-profit sustainability certification programs—programs that bring together industry, scientists, and conservation experts to keep our forests healthy.



-Some good news for Arbor Day: Over the last 60 years, the net volume of trees on U.S. forestland has increased by 58%.

-Privately owned and family owned forests provide more than 90% of paper products in the United States.

-These forest-owners plant about four million trees every day, or five times as many trees every year as there are people in the United States.[1]

– Every part of every tree we grow gets used to make products that make life healthier and more productive. And not just paper and packaging, but things you never even thought came from trees. Everything from helmets to insulation to electronics parts and even cancer-fighting medicine.

-Every member of the Paper and Packaging Board that manages forestland adheres to an independent, internationally recognized certification program that ensure forests habitats are sustainably stewarded and protected.

– 67% of all paper and cardboard packaging/boxes used is recycled.

– Paper and packaging lead multiple lives. They can be recycled up to seven times.



“The idea for Arbor Day in the United States originated in Nebraska City, Nebraska. Among the pioneers moving into the Nebraska Territory in 1854 was Julius Sterling Morton from Detroit. He and his wife, Caroline, were lovers of nature, and the home they established in Nebraska was quickly planted with trees, shrubs, and owners….”

“Morton wrote and spoke about environmental stewardship and the interrelatedness of life. He encouraged everyone to set aside a special day to plant trees. In 1872, the State Board of Agriculture accepted a resolution by J. Sterling Morton “to set aside one day to plant trees, both forest and fruit.” The Board declared April 10 Arbor Day and ordered prizes to the counties and individuals that properly planted the largest number of trees on that day. More than one million trees were planted in Nebraska on the first Arbor Day….”

“Shortly after this 1872 observance, other states passed legislation to observe Arbor Day each year with appropriate ceremonies. By 1920, more than 45 states and territorial possessions were celebrating Arbor Day. Today, Arbor Day is celebrated in all fifty states….”[2]



“The Paper & Packaging – How Life Unfolds ™ campaign is a national promotional campaign funded by manufacturers and importers of paper and paper-based packaging otherwise known as the Paper Checkoff program….”

“The campaign was created by the Paper and Packaging Board which runs the USDA-sanctioned promotional program established in 2014 and authorized through January 2021.”[3]



[1] https://www.forestfoundation.org/building-with-wood-helps-keep-forests-as-forest

[2] Credit must go to https://www.arborday.org/celebrate/documents/learn-more.pdf

[3] http://www.paperandpackaging.org/faq