New Year's Resolution: be less grumpy. That said, am still in a total rage with the WWF about the damaging and misleading messaging surrounding its non-printing PDF format.

The fact that, subsequent to PrintWeek highlighting this howler, the organisation has added a bit of extra wording on the website about responsible paper use doesn't cut much ice here. The main message is still 'Save as WWF, save a tree', which is WRONG.

It has, though, provided a powerful reminder that we in print and paper need to make sure our own messaging is both positive and accurate.

Round of applause, then, to SCA best known in these parts for its publication paper and packaging boards, but also the producer of Velvet loo roll. Its current advertising campaign for Velvet makes much of the fact that three trees are planted for every one it uses, and this is a paper-based message that will reach millions of consumers. Hoorah.

While we may not have the marketing budget of SCA, we can all do our bit. Simple things like making sure our own marketing collateral and things like email sign-offs include a positive sustainability message - someone suggested to me a while back that the perfect antidote to the ubiquitous 'save trees [sic] - do you really need to print this email?' sign-off line would be for everyone in the printing industry to use 'print grows trees' instead. What do you think? Would love to hear about any particularly clever sign-offs people have come across.