Cheil Worldwide South West Asia rolls out Minus One Project

Forests are home to 300 million people and over 50% of earth's plant and animal species. We have lost almost half ' almost 3 billion hectares ' of the forests that once blanketed the earth. Every year at least 16 million additional hectares fall to the axe, torch, bulldozer, and chain saw.

The MINUS ONE PROJECT an endeavour to sensitise the community about forest cover that is disappearing at an alarming rate. Much of this is due to mankind unwarranted demand for paper. Five million hectares of forests cover vanishes every year just to meet our everyday need for paper. A need we fulfill in a very careless and wasteful manner.

By doing something as simple as reducing the font size of a document by 1 before printing, we can reduce the paper consumption for printouts considerably, almost up to 50%.

And that means lesser number of trees need to go under the axe. Just few seconds of effort will add years to forests.

Speaking on the roll out Alok Agrawal, COO Cheil WW SW Asia, said, "This is a small initiative by Cheil Worldwide to prevent rapid deforestation. Fonts and point sizes are the fundamentals of advertising business. By doing something as simple as reducing the point size by 1, we all can make a big difference to the amount of paper we use. The power of this idea is in its simplicity. "

Do your bit. Reduce the font size by 1. Save paper. Help the forests. Register on MINUS ONE PROJECT and take the pledge!