Fujifilm and PMA Australia have launched a campaign to encourage people to print their digital images and reduce the risk of losing their photographic memories.
The industry-wide Print it or Lose it campaign, includes marketing materials for photo retailers to display in their stores and will be followed by a digital campaign across social media and photo sharing sites to further support the initiative.
The campaign addresses the dangers of losing your digital photo library to such issues as accidental deletion, hard drive or memory card corruption, lost, damaged or stolen camera phones or even natural disaster.
PMA Director of Australian Activities, Peter Rose, says printed images are much more reliable and longer lasting than digital.
"A notable example is the Photo Restoration Project taking place in Japan to salvage priceless photos, following the devastating Fukushima earthquake and tsunami. While many people lost everything, hundreds of thousands of printed photographs found in the mud and rubble were able to be restored, despite being affected by salt water."
Fujifilm Australia Senior Category Manager, Daniel Paul, says printing is a cheap and effective way to make sure your images last.
"In the photographic business, we get to see the emotion and pleasure that photos can bring into people’s everyday life. We often hear tragic stories of images that have been lost for various reasons and how people wish they had printed and preserved them. For the cost of a cup of coffee, people can print their prized photos each month and ensure their treasured memories live on for generations to come. For so many people, there is great pleasure attached to looking through their parent’s photo albums – that joyful tradition could so easily be lost for the next generation if photos are not printed."
Mr Paul says the campaign will feature edgy creative executions designed to get people thinking, and more importantly get them motivated into action.
Four 'Print It or Lose It!' campaign posters are shown below.
