{"id":70327,"date":"2014-04-11T16:46:35","date_gmt":"2014-04-11T16:46:35","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-ryman\/"},"modified":"2014-04-11T16:46:35","modified_gmt":"2014-04-11T16:46:35","slug":"ad-of-the-week-ryman","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-ryman\/","title":{"rendered":"Ad of the week: Ryman Eco"},"content":{"rendered":"<p>We recently noticed stationery retailer Ryman is doing its bit to help the planet &#8211; thankfully not with Tipp- Ex and protractors \u2013 but with a new eco-aware font. The brand teamed up with creative agency Grey London to create the free <em>Ryman Eco <\/em>font, which it claims \u201cuses one-third less ink and toner than standard fonts\u201d and could cut CO2 emissions by 6.5 million tonnes every year.<br \/>\nThis really caught our eye, as <a href=\"https:\/\/www.strattoncraig.com\/services\/corporate-reports\/sustainability-report-writing\/\" target=\"_blank\" rel=\"noopener\">sustainability communications<\/a> is a big part of what we do. And in our professional opinion, Ryman and creators Grey London have succeeded in raising and resolving an issue that not many would have considered.<br \/>\nThe campaign is straightforward, led by a <a href=\"http:\/\/www.rymaneco.co.uk\/\" target=\"_blank\" rel=\"noopener\">single webpage<\/a> that holds a short video explaining the impact of inkjet printers on the environment and how the new font can limit the damage. Lasting less than two minutes, the video successfully combines a clear message with dynamic visuals to make an otherwise dry subject come to life.<br \/>\nThe video leads with an attention grabbing line that encompasses virtually every white-collar worker: \u201cThis is a message to all of us who print\u201d, and continues \u201cmillions around the world, polluting our planet with every click, letter by letter number by number\u2026\u201d.<br \/>\nFrom here, the facts are made clear, and Ryman doesn\u2019t shy away from highlighting that they themselves sell both printers and inkjet cartridges, which immediately gives greater credibility and silences critics. To further strengthen the communication, we are prompted to consider our own corporate actions: \u201cIt isn\u2019t just what you write that can make a difference, it\u2019s how you write it\u201d, and the ad ends with a clear call to action to download the font and share via social media.<br \/>\nAt the time of writing Ryman Eco has been downloaded 21,557 times, and the YouTube ad has received over 39,000 views. Sustainability communications are all about connecting with stakeholders using messages that trim away jargon yet retain the core issue, and through a concise and compelling script we believe Ryman and Grey have achieved this.<br \/>\nYou can view the ad and download Ryman Eco <a href=\"http:\/\/www.rymaneco.co.uk\/?utm_medium=social&amp;utm_source=youtube&amp;utm_campaign=%5bUK%5d%20Ryman%20Eco&amp;utm_content=video%20description\/\" target=\"_blank\" rel=\"noopener\">here<\/a>, and you gain more insights into sustainability communications by <a href=\"https:\/\/www.strattoncraig.com\/contact-us\/\" target=\"_blank\" rel=\"noopener\">contacting one of our team today<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We recently noticed stationery retailer Ryman is doing its bit to help the planet &#8211; thankfully not with Tipp- Ex and protractors \u2013 but with a new eco-aware font. The brand teamed up with creative agency Grey London to create the free Ryman Eco font, which it claims \u201cuses one-third less ink and toner than [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,448,312,322],"tags":[],"class_list":["post-70327","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-digital-copywriting-us","category-social-media-copywriting-us","category-sustainability-report-writing-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ad of the week: Ryman Eco - Stratton Craig - Global Copywriting &amp; Content Strategy Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-ryman\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the week: Ryman Eco - Stratton Craig - Global Copywriting &amp; Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"We recently noticed stationery retailer Ryman is doing its bit to help the planet &#8211; thankfully not with Tipp- Ex and protractors \u2013 but with a new eco-aware font. 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