Christian Knapp, KBA UK managing director, said printing equipment manufacturers and printers needed to support the initiative just as much as members of the paper industry.

He said: "We are all negatively affected by the decline in the use of paper as a communications medium.

"This decline is, in part, due to widespread misconceptions about print and paper and its impact on the environment. It's important that we support Two Sides as it works to redress these misconceptions and re-educate the marketing industry and end users."

Two Sides director Martyn Eustace said: "It's great to see such a high-profile company from the printing industry join the Two Sides campaign.

"With KBA on board, we are better able to reach printers who need to let their media-buying customers know, unequivocally, that using print does not damage the environment but may even be the most sustainable way to communicate."

He added that Two Sides provides facts, resources and tools to help get this message across, and so helps to keep print and paper an essential part of marketers' media buying.

Two Sides was created in 2008 and features nearly 300 members from the forestry, pulp, paper, inks and chemicals, pre-press, press, finishing, publishing and printing industries.