Of course, in view its nature as an environmental awareness campaign, it means, "Use paper, not plastic!"
What tickles me is the play of words. The slogan can be used not only in environmental campaigns but also in other aspects of life. In being true to one's self and to others. I was trying to explain this to my husband who is a Thai and was asking him whether there are similar terms in Thai. But it seems that there is none. In Thai, the term for paper, "กระดาษ kradat" does not have another meaning. I mean, not like "papel" in Filipino which when used as a verb, the meaning changes.
Am not sure in other languages if there is a similar connotation ...

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