BRACKNELL, UK. June 21, 2012 — HP today announced that it will partner in UK and Ireland with Universal Pictures and Illumination Entertainment for the launch of the 3D CG (computer graphics) feature film “Dr. Seuss’ The Lorax”, an adaptation of Dr. Seuss’ classic tale, opening nationwide on 27th July 2012.
HP is committed to responsible global citizenship throughout the organization, from conscientious product design and manufacturing to innovative materials use and support of progressive educational and environmental initiatives. In support of the movie sponsorship, HP encourages consumers to recognize that “Every Inkling Makes a Difference” and promotes making eco-conscious choices when printing, such as using responsibly sourced paper, energy-efficient printers and cartridges made with recycled plastics. Joining Universal and other partners in this endeavor is an extension of HP’s longstanding commitment to sustainability, environmentally friendly products and worldwide environmental leadership.
To celebrate the partnership, HP is launching a national integrated awareness campaign in the UK across online, mobile, cinema, search, PR and also running an exclusive media partnership with the Guardian. Through this media partnership, HP will provide consumers with engaging and easy to implement advice for a sustainable lifestyle through a bespoke mobile microsite. Additionally, a dedicated in-school education programme will run in Ireland, which pairs science-based education materials with a writing contest that offers students the chance to win great prizes.
“The theme of environmental commitment is a priority throughout HP and spreading the message of Dr. Seuss’ The Lorax is something we are passionate about,” said Jeff Walter, director, Environmental Sustainability, HP. “Dr. Seuss’ The Lorax is not only an inspired tale by Dr. Seuss, one of the world’s most beloved children’s authors, it is also an ecological challenge that rings true in today’s time. HP shares the same values in helping consumers to enjoy printing in the most sustainable way possible by recycling print cartridges, using sustainably-sourced paper and choosing a printer wisely.”
Niels Swinkels, Managing Director Universal Pictures UK & Eire added, “Dr. Seuss’ The Lorax is a special story about making better choices and finding balance from a visionary author who has touched the hearts and minds of millions of children and families around the world. We are very pleased to be partnering with HP among others as it is a great fit in terms of environmental commitment and care for a more sustainable future”.
In support of the movie, HP sets the precedent for people to “Print and Recycle Like The Lorax” in the following ways:
- Expanding the use of recycled plastics in its cartridge manufacturing process, which has already produced nearly 2 billion cartridges made from recycled plastic.
- Leading the market in the use of recycled content in imaging and printing products, as evidenced by using more than 100 million pounds of recycled plastic in HP printing products since 2007.(1)
- Committing to offer at least 50 percent of HP-branded paper as either FSC®-certified or containing more than 30 percent post-consumer content by the end of 2013.
- Joining the FSC as a member to promote responsible forestry practices around the globe.
- Joining the World Wildlife Fund’s (WWF) Global Forest and Trade Network in 2009, making a commitment to protect forests and extending that commitment in 2012 by supporting WWF’s efforts to conserve mangrove forests in Indonesia and protect the proboscis monkey, an endangered species.
- Surpassing its goal to improve the overall energy efficiency of printing products. HP improved the overall energy efficiency of its ink and laser printing products by 46 percent from 2005 to 2011, exceeding its original goal of 40 percent.
Joining Universal and other partners, including The Eden Project, Feel Good Drinks and Woodland Trust, in this endeavor is an extension of HP’s longstanding commitment to sustainability, environmentally friendly products and worldwide environmental leadership.
Dr. Seuss’ The Lorax
From the creators of Despicable Me and the imagination of Dr. Seuss comes the 3D-CG feature Dr. Seuss’ The Lorax, an adaptation of the classic tale of a forest creature who shares the enduring power of hope. The animated adventure follows the journey of a 12 year old as he searches for the one thing that will enable him to win the affection of the girl of his dreams. To find it, he must discover the story of the Lorax, the grumpy yet charming creature who fights to protect his world.
Danny DeVito lends his vocal talents to the iconic title character of the Lorax, while Ed Helms voices the enigmatic Once-ler. Also bringing their talents to the film are global superstars Zac Efron as Ted, the idealistic youth who searches for the Lorax, and Taylor Swift as Audrey, the girl of Ted’s dreams. Rob Riggle plays financial king O’Hare, and beloved actress Betty White portrays Ted’s wise Grammy Norma.
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