'The Lazy Man's Guide to Saving the World'

Tuffy Brands tells its 100% recycled story in a new book created by Saatchi & Saatchi Cape Town.

Cape Town - To coincide with World Environment Week (3rd - 7th June), Tuffy Brands is telling its 100% recycled story, with the launch of a new book entitled, ‘The Lazy Man's Guide to Saving the World,' comprising a collection of anecdotal tips through the eyes of Lazy George and quirky visual imagery, encouraging people to do simple things to help save the world.

Tuffy marketing Director, Rory Murray, says that Saatchi & Saatchi was tasked with telling Tuffy's 100% recycled story in a way that would resonate with consumers in a not so serious way and at the same time remind consumers that by choosing Tuffy 100% recycled refuse bags they are doing their conscious bit to save the planet.

The book was created out of the insight that consumers still tend to be apathetic with regard to recycling and they don't want to think about the environmental impact, explains Gavin Whitfield, Executive Creative Director at Saatchi & Saatchi.

"People have had enough of being told to save the world, so we decided to speak to the lazy guy inside all of us, that gets across the importance of doing simple small things that impact on the environment in a visually appealing and humorous way," he says.

Whitfield explains that unfortunately black bags don't usually make a great conversation topic. "However, the book provides an entertaining way for Tuffy to remind people that every little bit of recycling helps in relieving the pressure on the burgeoning landfills and by choosing Tuffy 100% recycled refuse bags they are doing their bit to help the environment."

Tuffy pulls out 4,200 tons of junk annually from landfill sites to manufacture their refuse bags. "Think about it, that is 6,000 20ft shipping containers of waste that would remain in the environment if people didn't choose Tuffy bags," he says.

Since caring for the environment is something Tuffy brands takes very seriously in the manufacture of their products, Whitfield says that the book has been printed on recycled paper using vegetable ink and the images created using recycled household objects.

Whitfield continues: "We have taken planet saving tips beyond the ordinary to include; wear skinny jeans because they require less material, don't heat the house, find someone to cuddle with and don't wash your car it will rain eventually."

"Simply put, it is an entertaining way for Tuffy to remind people that their conscious efforts can help save the world, so get yourself a copy, absorb the tips then recycle it by passing it on to friends and family," concludes Whitfield.

The e-book is available as free download by clicking on this link http://bit.ly/ZOAO2w or hard-cover for purchase at a cost of R180.  For stockist details please contact Kisha van Vuuren at +27 21 4137500

For more information visit: www.tuffy.co.za or join the conversation on facebook.com/tuffybrands or @tuffybrands #100% on Twitter.

Published by Tuffy Brands


Executive Creative Director: Gavin Whitfield
Photography: Simon Barnes
Creative Directors: Yvonne Hall & Mimi Cooper
Copywriter: Taryn Scher
Art Direction: Yvonne Hall & Harriet Stockwell
Illustration: Harriet Stockwell
Typography: Harriet Stockwell
Additional Credit: Lisa Hodgkiss
Account Manager: Sheharazaad Allie

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