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HT launches print innovation to curb reliance on plastic in association with adidas & M3M

In an effort to create awareness about plastic waste and reduce the reliance on plastic bags, Hindustan Times in collaboration with adidas and M3M launched an initiative called #ReduceTheUse.

On the 23rd October edition, adidas released two full page ads on the last pages of Hindustan Times Delhi edition highlighting that their shoes were made from plastic waste.

The copy for the advertisement read, “if we can turn 11 deadly plastic bottles into epic adidas shoes, you can definitely fold this paper into a bag to bag a discount on them and other performance products.”

The advertisement carried instructions on how to turn the last two pages of the newspaper into a carry bag for groceries.

People who participated in the project were asked to take a picture of a paper carry bag and upload it on their social media handles using the hashtag #ReduceTheUse. Their post would be registered as a pledge to reduce plastic waste by the newspaper.

At the time of filing this story, 735 have been registered. The adverisement was created in house by the Hindustan Times creative team.

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