MUMBAI: Global marketing and communications company Cheil Worldwide South West Asia has rolled out a digital corporate social responsibility (CSR) campaign- ‘Minus One Project‘ to save the world‘s forests.

The project is to sensitise the community about forest cover that is disappearing at an alarming rate. The campaign asks people to reduce the font size of any document by one point before printing. It says this practice will reduce the paper consumption for printouts considerably, almost up to 50 per cent.

Cheil WW SW Asia COO Alok Agrawal said, "This is a small initiative by Cheil Worldwide to prevent rapid deforestation. Fonts and point sizes are the fundamentals of advertising business. By doing something as simple as reducing the point size by one, we all can make a big difference to the amount of paper we use. The power of this idea is in its simplicity."

Created by the agency‘s Indian creative team, the campaign has been adopted as a global best practice by Cheil offices around the world.