Fujifilm Australia and PMA announced the local launch of a ‘Print It Or Lose It’ promotional campaign at the PMA Convention in Melbourne last Thursday, September 12.
It addresses the dangers of losing your entire photographic history due to accidental file deletion, hard drive or memory card corruption, lost, damaged or stolen cameras and smartphones, or even natural disaster.
PMA director of Australian Activities, Peter Rose, said there is a real risk that people’s photographic records could be completely wiped out simply because electronic images do not have the same preservation properties of printed images.
This follows the launch of a similar campaign earlier in the year by PMA UK, with support from Fujifilm UK.
Fujifilm Canada and US will also be pushing a ‘Print It Or Lose It’ message in what Fujifilm describes as an industry-wide global campaign.
As part of the initiative, photographic retailers will have access to point-of-sale marketing materials to display in their stores. This will be followed by a digital campaign across social media and photo sharing sites to further support the initiative.
The local campaign, according to Fujifilm Imaging managing director Dave Marshall, is aimed at the next generation of customers, particularly people who take photos with smartphones.
‘So this is all about motivating people to print. Motivating the next generation to print,’ he said.
The ‘edgy creative executions’ in the local campaign are a departure from the UK posters, which seem aimed at the kinds of people who used to print but are not doing so in such great numbers. They highlight key words such as ‘family photos’ and ‘memories’, and graphics such as an old sepia photo and a young student’s graduation ceremony.
By contrast, the Australian campaign clearly aims at a younger demographic.
‘We are…getting a really bright message across to the smartphone buyers. So we’ve invested quite a lot of money locally to come up with a campaign that looks especially at social media to really start educating consumers. To appeal to the people who are very much the next generation…’ said Dave Marshall on announcing the ‘Print It Or Lose It’ initiative.
Another more subtle departure is in the overall ownership of the campaign. Locally, Fujifilm seems to be taking a more prominent position in branding and overall administration and direction, with PMA contributing its endorsement and the association with its specialist membership.
‘[It’s a] joint venture with PMA which gives the credibility of the specialty industry, and we think that’s very powerful too,’ noted Mr Marshall.
The posters appear not to be restricted to PMA members, and currently they are only available from the Fujifilm website, on application. Applicants are invited to take part in an opt-in retail print redemption offer.
Peter Rose said both the Fujifilm Australia posters and the UK alternatives will soon be available to PMA members from the PMA Australia website.
‘The point is here – it’s not a Fuji promotion,’ he said following on from Mr Marshall’s announcement. ‘It’s obviously is Fuji-branded with PMA. It’s really generic.’ He added that the posters can be used by PMA members regardless of their print media supplier.
‘It’s designed to get to that issue of making the consumer aware of what the opportunities are in printing,’ he said.
He thanked Fujifilm for participating in a ‘very interesting first step in what we hope will be more collaborative campaigns.’
(To access the press release, click here.)