National Geographic:
Practice What You Print
and protect forests, water, climate, and communities
Student PIRGs
Contents Problem ................................................................................................................................................................................... 3
Solution ................................................................................................................................................................................... 3
Strategy ................................................................................................................................................................................... 4
Benefit Beyond National Geographic ...................................................................................................................................... 4
Why this can work on campuses............................................................................................................................................. 4
Project plan and opportunities................................................................................................................................................. 4
Campus Activities ................................................................................................................................................................ 4
Grassroots and Visibility Tactics ............................................................................................................................................. 5
Fall Semester: Key Dates ....................................................................................................................................................... 6
Official Campaign Launch – Sept 2011 ........................................................................... Error! Bookmark not defined.
National Day of Action – October 12th ............................................................................................................................ 6
Spring Semester: Key Dates ................................................................................................................................................... 6
Birthday Cards – January 2012 ....................................................................................................................................... 6
Anti-Valentine’s Day Cards – February 2012 .................................................................................................................. 6
Earth Day – April 2011 ..................................................................................................................................................... 6
Other Ways to Get National Geographic to Go Green ........................................................................................................... 7
Online Activities ............................................................................................................... Error! Bookmark not defined.
Letters .............................................................................................................................................................................. 7
Explorers in Residence, Photographers, & Writers ......................................................................................................... 7
Green Festivals ................................................................................................................ Error! Bookmark not defined.
Coalitions ......................................................................................................................................................................... 7
Contact .................................................................................................................................... Error! Bookmark not defined.
Frequently Asked Questions ................................................................................................................................................... 8
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Problem
1
Every second a tree is logged for manufacturing
US magazine paper. Every minute one tree is
logged just for National Geographic’s magazine.
What’s more, the paper mill that National
Geographic uses is the largest polluter of the
Androscoggin River in Maine – the river that
inspired the late Senator Edmund Muskie to
write and pass the Clean Water Act (CWA).
Nearly 40 years later, significant portions of the
river still don’t comply with CWA standards.
National Geographic does NOT use recycled
paper in their magazines’ pages; they do NOT
specify Forest Stewardship Council (FSC)certification to ensure that the fiber is harvested
legally and sustainably; and, they use a paper
mill that is one of the worst polluting mills in the
US.
While highly respected and perhaps the inspiration for many in the conservation movement, National Geographic Society
has been a partner to pollution with their paper company, Verso Paper. As a large customer, they have enabled Verso to
continue their polluting ways and have turned a blind eye to the negative impacts on the river and the environment. As
one of the more charismatic mega-publishers in the magazine industry, National Geographic lags far behind other
publications such as Audubon, National Wildlife, Sierra, and Mother Earth News – magazines that you expect to be on
recycled paper. But, they also lag behind magazines that you wouldn’t necessarily expect to be on recycled paper like,
Motorcycle Classics, Fast Company, and Shape.
National Geographic’s decision to not use recycled paper provides “cover for” and enables the magazine and paper
industries to ignore their responsibility to the environment. The level of hypocrisy National Geographic demonstrates is
enormous and contrary to their public image, they do not practice what they print.
Solution
National Geographic must partner with its paper company, Verso, to solve the problems they have created. They must:
1. Clean up its act.
Partner with Verso Paper Company, their paper manufacturer, to ensure the paper mill uses technology that will
dramatically reduce pollution into Maine’s rivers;
2. End its virgin fiber addiction.
Begin to use recycled paper in their magazines with a near-term goal of 30% post-consumer recycled paper by
2013;
3. Source fiber responsibly.
Eliminate and prohibit the use of any fiber coming from controversial sources such as endangered, high
conservation value, or high carbon value forests, such as fiber from Indonesia; and,
4. Make a commitment to the planet.
Create a “best-in-class” procurement policy that guides its continual environmental improvements over time.
1
Photo of Androscoggin River near Jay, Maine. http://www.flickr.com/people/binkley27 Strategy
National Geographic is known as a leader in stewardship and needs to maintain that reputation to keep building their
readership and income. Most of their readers would be shocked to learn that not only do they not use recycled paper but
that their paper manufacturer is one of the most polluting.
We can make it in National Geographic's interest to reform by educating and building the awareness of their base of
readers and potential readers. The more National Geographic's practices are exposed to the light of day, the more of a
threat those bad practices are to their bottom line!
Benefit Beyond National Geographic
National Geographic’s reputation can actually make a huge difference in shifting the practices of the entire magazine and
paper industries. A cleaner paper manufacturing industry will dramatically reduce pollution into our waterways helping us
attain the late Senator Muskie’s vision of the Clean Water Act – that all waterways are fishable and swimmable. A
magazine industry that uses more recycled paper and fewer trees will protect ecosystems and reduce climate impacts.
For instance, if, and when, the entire magazine industry begins using an average of 30% post-consumer paper, the
environmental savings will equate to:
•
•
•
•
•
Greenhouse gas reduction equal to taking over 190,000 cars of the road annually,
Solid waste reduction by over 32,000 garbage trucks,
Nearly 12 million more trees left standing to absorb CO2,
Enough energy saved to power nearly 86,000 homes, and
Wastewater reduction by over 5,700 Olympic-sized swimming pools.
National Geographic can help drive substantial environmental improvements in both the magazine and paper
manufacturing industries. But, they have stalled and ignored advice on ways to improve for 10 years. It is now time for us
– the people they’ve taught to care about the environment – to motivate them to act. They must practice what they print
and produce their magazine in a way that protects the environment, climate, and communities.
Why this can work on campuses
Every campus has three things that will add great value to motivating National Geographic – a) everyone has heard of
National Geographic and would be outraged by their hypocrisy, b) energetic and savvy students who are good at
engaging their communities and media, and c) the clear understanding that using recycled paper is good for the
environment.
Since there are hundreds of magazines already using recycled paper, students can also be highlighting “heroes” (which
may include their Alumni magazine) in their bookstores as well as the “zero” of National Geographic.
Project plan and opportunities
The strategy will be to coordinate campus activities with the national Practice What You Print campaign. We want to
demonstrate support from key constituencies such as students, subscribers, faculty with a professional connection to
National Geographic, and campus magazines that use recycled paper (alumni, literary).
Campus Activities
The tone should be one of disappointment in the same vein as when we learn of other politicians, dignitaries, celebrities
that have let us down. In other words, the tone should be “We are sad because we’ve learned that National Geographic
does not Practice What It Prints. In fact, they don’t use recycled paper and use one of the dirtiest paper mills in the
country.” On campus, students can engage in a wide variety of activities to build awareness and generate excitement
about the Practice What You Print campaign.
Grassroots and Visibility Tactics
The more students are out on campus building awareness of National Geographic's activities and getting students and
others to tell National Geographic to change their practices, the better. You can use any of the grassroots tactics listed in
this packet throughout the year.
“Speak out!” photos:
Organizers could get small dry erase boards and ask students to write a personal message to National Geographic (see
examples below). These images could be sent directly to National Geographic, posted on the web via Facebook and
Twitter. Organizers should take the photo themselves and ask the person to sign a waiver (see appendix) so we can use
the photographs on the campaign website. Also, take the person’s photo with their phone/camera and ask them to post
that picture on the facebook profile for one week and attach it to their twitter feed.
Guessing Game:
Set up a table in the student center with various magazines that do print on recycled paper (i.e. Shape, Motorcycle
Classics, Audubon) and National Geographic and ask students to guess which doesn’t print on recycled paper. An up-todate list of magazines using recycled paper at: http://betterpaper.ning.com/page/better-paper-magazine-members
Recycled Paper Postcards:
Get crafty and create your own recycled paper postcards. Once the postcards are complete, write and send your own
message to the Editor in Chief saying, “You’ve taught us to care about the environment. Please Practice What You Print
and use recycled paper!” (see appendix for instructions)
Stump Town:
With the permission from the campus grounds crew, students can create tree stumps out of cardboard or other recyclable
materials and place them on campus with signs explaining the deforestation that occurs due to National Geographic’s
destructive printing practices. Students should create 60 tree stumps to represent the 60 trees that are cut down each
hour just for National Geographic magazine.
“I Wish They’d Turn Me Into A New National Geographic Magazine!”:
With permission from facilities, students can create a sign that reads, “I Wish They’d Turn Me Into A New National
Geographic Magazine!” and tape them to the paper recycling bins all over campus.
Tree photos:
Every hour, 60 trees are cut down to just to print National Geographic magazine. To visually represent this number,
students could take photos of 60 people holding a cutout of a tree. These images could be sent directly to National
Geographic, posted on the web via Facebook and Twitter. Make sure to include an explanatory note to ensure that
viewers understand the connection between the photos and National Geographic-related deforestation.
National Geographic Tree:
Since none of the paper in the National Geographic magazine is made from recycled fiber, all of it comes directly from
trees that wouldn't otherwise need to be cut down. You can draw attention to that by turning old National Geographic
magazines into... a tree. In addition to old magazines (have volunteers ask their parents for copies – many are likely
readers), you'll need wire or wood to form the shape of the trunk of the tree and give it structure and tape/glue to hold it
together.
Fly Fishing Fail:
The paper mill National Geographic uses is one of the largest polluters of Maine's Androscoggin River, a popular spot for
fly fishers. You can draw attention to the threat posed to this river by holding a fly fishing table. You'll need big signs
telling people why you're dry-land fly fishing, poles, fishing hats or vests, waders (those really tall boots fishermen wear so
they can walk in the river), fly fishing poles and lines along with the supplies you'd normally have for a table. Just
remember to not actually use hooks!
Petition:
At all of these grassroots visibility events, encourage students to sign paper petitions to National Geographic’s Board
President, John Fahey. (see appendix for a copy)
Fall Semester: Key Dates
National Day of Action – October 12th
Throughout the nation, students will organize events on their campuses to pressure National Geographic to go green. The
whole goal is to build awareness and make sure thousands of people take action. By all prioritizing October 12th, we'll
make sure our efforts get even more attention. Campuses can choose any of the grassroots tactics described above or
come up with their own!
Spring Semester: Key Dates
Birthday Cards – January 2012
•
As a good recruitment tool, encourage other students to help National Geographic go green by asking students to
create a satirical birthday card for National Geographic’s 124th anniversary on January 13th (see appendix for
sample card).
•
Send your clever birthday cards to the Student PIRGs c/o Sujatha Jahagadar. 218 D Street SE, 2nd Floor,
Washington, DC 20003.
Anti-Valentine’s Day Cards – February 2012
•
Anti-Valentine’s Day Cards: Create spoof Valentine’s Day cards with messages such as “Nat Geo, we love you
BUT…” or “Nat Geo – it’s not me, it’s YOU that doesn’t use recycled paper!” (see appendix for examples).
•
Take photos of your cards and tweet them with [#GoGreenNatGeo] and then hold a news conference on campus.
Send your Valentine’s Day cards to the National Geographic Headquarters (1145 17th Street, N.W, Washington
DC 20036-4688)
Earth Day – April 2011
Use Earth Day as an opportunity to teach your campus about how National Geographic could be a better steward of the
planet by greening its magazine’s paper. Like the national day of action, campuses can pick from any of the grassroots
and visibility tactics described in this packet or come up with new ones.
Other Ways to Get National Geographic to Go Green
Letters
•
Professor letter:
Students could ask their professors who have some connection to National Geographic (they are a subscriber, their
field of study is relevant to Nat Geo, etc.) to sign on to a letter to National Geographic or write and send their own (see
appendix).
•
University Magazine Letter:
If the campus student magazine uses recycled paper, its Editor-in-Chief could write a letter to National Geographic’s
Editor-in-Chief (one Editor-in-Chief to another) explaining why their school’s publication is committed to taking care of
the planet through their printing practices (see appendix).
•
Alumni Letter:
If your university’s alumni magazine uses recycled paper, its Editor-in-Chief could write a letter to National
Geographic’s Editor-in-Chief explaining why the alumni publication is committed to taking care of the planet through
their printing practices (see appendix).
•
Subscriber Letter:
If students subscribe to National Geographic, they can customize a sample letter to National Geographic or write their
own (see appendix).
Explorers in Residence, Photographers, & Writers
If any of National Geographic’s Explorers in Residence, photographers, or writers are speaking on your school’s campus,
students could come prepared to ask if they would help deliver the message to National Geographic to “Practice What
They Print.” National campaign staff can keep campus activists informed of whether a National Geographic representative
has a scheduled event on campus or in a nearby city.
Coalitions
Other campus and local groups may be interested in helping on this project because they have some type of connection
to National Geographic. Outdoor/hiking clubs, photography clubs, science clubs, and others may resonate with the
statement, “National Geographic’s (photography-adventures-discovery) inspire me, but I would hope that their primary
business of publishing would not be so harmful to the environment, the climate, and communities.”
Frequently Asked Questions
For over a decade National Geographic has refused to use recycled paper. They have a history of making excuses and
obfuscating the issue. Here are some of the most common questions and responses to their claims.
Would using recycled paper affect photograph quality?
We are asking National Geographic to begin using a percentage of recycled content that would not significantly diminish
the quality of their magazine and to help drive technological improvements by continually demanding improvement. Other
magazines that value photography use recycled paper with recycled content percentages that vary between 10 and 100%
include: Audubon, Orion, National Wildlife, Tricycle, and Light of Consciousness.
Will using recycled paper make the magazine cost more?
First, National Geographic purchases such a large volume of paper that if there were any cost premiums they could
negotiate them away. Second, Opinion Research Corp polled Americans and found that 80% were willing to pay between
ten- and fifty-cents more per magazine if it was on recycled paper. So, if there were an increase in cost, readers –
especially National Geographic readers – would be willing to pay more to protect the environment.
Does recycled paper production have a larger footprint than virgin paper
production?
No – recycled paper production does much less harm to the environment than virgin paper production. It takes between
three and four tons of fresh trees to make one ton of paper for National Geographic. To make recycled paper, only 1.4
tons of recovered paper are needed. Making paper from used paper requires less energy, water, and chemicals while
keeping more trees standing to absorb carbon dioxide from the atmosphere and mitigating climate change impacts. Even
the process of “deinking” the paper (removing the inks, glues, and other contaminants from the recovered paper) requires
the use of just dozens of non-hazardous chemicals, peroxides, and soaps 2 ; while, virgin paper requires hundreds of
hazardous chemicals 3 .
Why is it National Geographic’s responsibility?
It’s all of our responsibility, including National Geographic. Consumers need to recycle and we are encouraged to buy
recycled paper to create a demand. National Geographic should do more than put recycle bins at their staff’s desks. They
purchase tens of thousands of tons of paper each year for their magazines. They have purchasing power that can
influence a major paper company and be a catalyst towards a more sustainable paper production system. Their huge
paper consumption is reducing the number of trees standing that can absorb CO2 from the atmosphere, while also
providing financial rewards to a paper company that is the largest polluter to the Androscoggin River in Maine. National
Geographic has choices – just like the average person – and can vote with their dollars for recycled paper that is less
harmful to the environment and practice what they write about in their magazine.
Will the National Geographic Society’s paper mill be hurt financially if they had
to improve and upgrade their production system?
One of the world’s foremost experts on clean mill production, Neil McCubbin, estimated that it would cost millions of
dollars to dramatically reduce pollution from the Verso mill in Jay, Maine. He also stated that the mill’s return on
investment would pay back in five years through more efficient manufacturing and processing systems. If the Verso Paper
Company really does care about jobs for the community, how could they be against a capital investment that can be
recouped in just five years? Also, new construction of aeration basins and other structures to make the mill less polluting
and more efficient would create additional short-term jobs that would have a “multiplier effect” on the local economy. It’s
also important to recognize that more and more magazines are asking for, and requiring recycled paper. So, if the Verso
Paper Company wants to be competitive and satisfy the growing demand for recycled paper, they should make sure they
have a wide variety of recycled paper options for their available for their customers.
2 “Bronx Community Paper Company in the Harlem River Yard: Final Environmental Impact Statement,” prepared by Allee King Rosen & Fleming, New
York City, April 1996, pp. i-11.
3 Effluent Limitations and Guidelines, Pretreatment Standards, and New Source Performance Standards: Pulp, Paper and Paperboard Category;
National Emission Standards for Hazardous Air Pollutants for Source Category; Pulp and Paper Production, proposed rule, 17 December 1993, 40 CFR
Parts 63 and 430, Federal Register 58, no. 241, p. 66103.
National Geographic claims if they used recycled paper, it would actually hurt
the recycled paper industry. Is this true?
Their use of recycled paper can only help recycling, and their claims otherwise are preposterous. They’ve said that if we
“use up all the recovered paper then there wouldn’t be any left for newspapers to use.” The statement assumes that we
are at “peak fiber,” meaning, there is no more fiber to be collected and use. That is just not true. We recover about 64% of
used paper 4 and there is still about 20 million tons of recoverable paper that is not being collected. “Economics 101”
teaches us that if there is a demand for a resource, like paper, then businesses and enterprising entrepreneurs will supply
that resource to meet the need. Without the demand, there is no incentive to vigorously collect paper and keep it from
landfills and incinerators.
They also argue that the whitening/bleaching and the energy and chemicals to make it recycled paper suitable for
National Geographic’s pages is greater than what is required to turn the recycled paper into newsprint or cardboard. This
is deceptive because National Geographic has one choice in front of them: to print on virgin fiber paper or print on
recycled paper. Choosing virgin paper means choosing to use hundreds of chemicals, using greater amounts of energy,
producing more wastewater, and creating more air and water pollution than if they used recycled paper. Their choice of
virgin paper also means logging over 500,000 carbon-absorbing trees every year. That is the true comparison.
But National Geographic has a responsibility to educate about issues and fund
explorations. If they spent more money on paper, that would mean less
educational events, right?
This is not an either-or situation. It is actually strange to choose to spend money to fund explorations of the natural world,
while simultaneously spending money that hastens destruction of forests, waterways, and our environment. National
Geographic needs to demonstrate the will to do what is best for the environment, the climate, and communities and take
responsibility for their actions. Their paper decisions and actions have serious consequences. They need to fulfill their
mission to “diffuse knowledge” and “to encourage a better stewardship of the planet,” as their motto says.
4 AF&PA