Two Sides has been set up as a focal point for championing the positives of paper, which the NAPM claims is currently plagued by a "barrage of misinformation".

The association said that the backing of Sappi was the start of a new beginning, with more mills – as well as companies from other sectors – in the pipeline to join.

Martyn Eustace, who heads up the project which was launched last month, said: "This is just the start. We are also speaking to another large mill group and are hoping to sign up some of the smaller players as well.

"But it isn't just the mills. We want to get everyone involved, from consumables all the way through."

NAPM members have agreed to commit a further £45,000 to the Two Sides campaign next year and the ambition is to raise £150,000 from all sectors of the industry.

Marco Eikelenboom, sales and marketing director for Sappi Europe, said: "We are delighted that the NAPM has launched this initiative and believe that Two Sides should be welcomed by all organisations that are involved with the paper and print industry."