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 23^rd 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.

Reactions to the campaign

Lovely campaign HT has run this morning ..... to battle single use plastic #reducetheuse @narendramodi @HT_Ed pic.twitter.com/aMrAF0EY9L

— Praveen Someshwar (@psomeshw) October 24, 2019

Open today's @htTweets newspaper & you would notice an ad by @adidas appealing to #ReduceTheUse of plastic by making a paper bag out of the ad. The brand incentivises customers with huge discounts on its products by bringing the bag to the nearest #adidas store. Nice one! pic.twitter.com/SguglqbKKy

— Viren M. Vesuwala (@viren_vesuwala) October 23, 2019

#reducetheuse @htTweets
Small steps to a larger goal. Let's do our bit.. pic.twitter.com/YD3Kaa6l1S

— Paridhi Jain (@paridhijain) October 25, 2019

#reducetheuse
I pledge to reduce the use of plastic....Do you? pic.twitter.com/vQe9lkKwgm

— Anil Dua (@anildua1977) October 23, 2019

Being a student of Development communication and a responsible citizen of India, I stand with @htTweets cause #ReduceTheUse for minimal usage of Plastic. @htTweets good step for generating awareness. 👏 pic.twitter.com/G5mn2OWJHu

— Bhavna Verma (@BhavnaV79015183) October 24, 2019

#ReduceTheUse #HTMedia’s new campaign in association with Adidas ... pic.twitter.com/gZIc2fV95U

— Suchita Dantre (@SDantre) October 23, 2019

#ReduceTheUse Pledge to give plastics a miss. pic.twitter.com/rxCtp4YmrP

— Prasad Sanyal (@PrasadScribe) October 24, 2019

2 in 2!! Loving this initiative by @htTweets @HindustanTimes on #ReduceTheUse of plastic bags and move towards a sustainable future#YouthForSustainability pic.twitter.com/QA8O1ZB9vz

— Nikhil Kamath (@nikhil_kamath20) October 24, 2019

.@htTweets Me & my paper bag courtesy Hindustan Times.#ReduceTheUse#adidas
Go, take your pledge to reduce the plastic use now... pic.twitter.com/mjppiJrTZQ

— SandeepVarma (@sandeepvarma15) October 23, 2019