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Stunning reversal? Why 'big paper' just went green in Indonesia.

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"I think this will stand as one of the biggest market-based campaign successes that we've seen in a long time," says Laurel Sutherlin of the Rainforest Action Network, which, along with Greenpeace and other environmental groups, spent years trying to tie well-known brands to rain forest destruction. Their effort saw dozens of major paper consumers eventually adopt standards for using sustainable products that essentially froze APP out of much of the European and US markets. "We're still a little bit stunned, to be honest," he says.

Mr. Sutherlin describes 18 months of negotiations with The Walt Disney Co. that were kick-started when activists hired actors to dress up as Minnie and Mickey Mouse and lock themselves to the company's BurbankCalif., headquarters, displaying a banner that read "Disney is destroying Indonesia's rainforests."

the Christian Science Monitor
Dan Murphy
Tuesday, February 19, 2013

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