In an attempt to raise awareness about climate change and eco-friendliness, The Mainichi Shimbusha newspaper launched ‘green’ news paper that allows readers to plant their newspapers after reading as it contains embedded seeds which helps in tidying up urban spaces. It is basically an environmentally friendly initiative.

The eco-friendly paper printed on plant based ink was first picked on Greenery Day in Japan on May 4, 2016, and from that day on, used to embed seeds in every pages for growing flowers to attract butterflies. Instructions to tear off herbs seeds from newspaper to plant them into the soil were also provided within some of the special editions. This was a great combination of educating readers along with providing them the hands-on experience of participating in environment sustainability. 

Campaigns such as safe drinking water for drought-hit communities are a part of a wider campaign recently introduced by The Mainichi Shimbusha, of which the Green Newspaper is one. This eco-friendly social initiative campaign have helped them gain substantial number of audience with over four million circulations and earning revenue of more than £500,000 a year.

In addition to being environmentally friendly and conserving resources, the Green Newspaper serves as a powerful marketing tool. Advertisements in newspapers are 185% more effective than their equivalents in the Internet, the newspaper is giving an opportunity of combining the message of sustainability with the message of print.

This project has also included schools into its framework with children getting exposure to such global issues as environmental protection and recycling. This project is innovative and goes as far as prompting readers and businesses to think how they can help in creating a better tomorrow.