The Mainichi Shimbunsha published a “Green newspaper” issue, embedded with seeds that grew into herbs and flowers when planted.
The special edition dedicated to environmental awareness was printed on 100% biodegradable paper, using plant-based ink. Once read, the paper could be torn into small pieces and planted in soil.
The plantable newspaper initiative reached 4.6 million people and generated over $700,000 for the publisher, as well as a large amount of TV and internet press.
The initiative showed how the newspaper industry can reach huge amounts of people, while still giving back to the earth – literally.