Sanctuary Asia magazine wanted to highlight the problem of paper wastage and the resulting impact on the forest area and the environment. They were seeking to encourage people to reduce their scrap paper.

Sanctuary Asia is a magazine that stands for environment conservation and protection. The media innovation played on this fact by altering the name of the magazine itself.The media innovation used the title name on the cover of Sanctuary Asia magazine. The letters “Obi” were pasted over the part of the word “Sanctuary” so it formed the “Obituary”. By turning over the flap, readers learned about the problems of the declining forest area.

It resulted in a widespread reaction toward an existing issue that people previously ignored. Regular readers and the general public wrote letters in response and vowed to be more proactive in their efforts to preserve the environment.