As more and more brands continue to join the environmental movement, Unilever’s Love Beauty and Planet are taking an innovative approach this holiday season using, you guessed it, print.

On Dec. 8, the brand released an ad in the New York Times’ Sunday edition, which doubles as wrapping paper. The objective? To encourage customers to rethink their holiday waste. The ad was supported by a digital campaign aimed at driving awareness of the initiative through the brand’s social media channels, influencers and word-of-mouth.

According to the brand, trash increases as much as 25% during the holidays. What’s more is that much of the paper waste associated with gift wrap isn’t recyclable.

“We wanted to use our voice to raise awareness about wastefulness…in a way that feels more productive and happy,” said Sonika Molhotra, Brand Founder and Global Brand Director for Love Beauty and Planet.