BBH Asia Pacific launches new pro-environment initiative to curb unnecessary printing

Imagine your computer buzzes like a chainsaw every time the 'print' command is issued for a document to the printer. That is what is possible now with Papercut (www.papercut.com.sg), a new pro-environment initiative by BBH Asia Pacific.

To deter waste from unnecessary printing, the idea of sound of a buzzing chainsaw is meant to remind users that trees are brought down to enble them to print and they should use their printer judiciously to help conserve the diminsihing population of trees.

Working on both Mac and PC platforms, Papercut is an application that works quietly in the background of users' daily commands on their computers. Every time a print command is sent out to their printers, the buzz of a chainsaw kicks up and a chainsaw icon appears on their desktops before they hit 'OK' to proceed with their printing.

Creative director Peter Callaghan and art director Joseph Tay dreamed up this idea, and it was the accumulation of uncollected paper in their own printer trays that got them thinking about printing habits.

''We wanted to do something for the environment and what could be better than loud buzzing chainsaws,'' says Peter Callaghan, creative director at BBH Asia Pacific.

Papercut is one of many initiatives BBH Asia Pacific has undertaken to reduce their impact on the environment.