Mailers, e-mails and a new Facebook group will focus on the villagers of Dafra in the small west African country of Burkina Faso. The project is being run with development organisation SOS Children’s Villages, France.

The mailers and paper hangers feature designs that direct people to, with the tagline: ‘Attitude alone is nothing. Sharing it is everything’.

Visitors to the Facebook page who say how attitudes can support the environment will prompt a donation from ArjoWiggins Graphic, which will go towards providing clean water. The company did not disclose how much it would donate to the initiative.

Almost 51,000 mailers are being printed in France, which is where ArjoWiggings is headquartered, and mailed out by Arjo’s sister merchanting arm Antalis, which is supporting the campaign. Recipients include corporate customers and creative printers. D&A Design & Print in Derbyshire produced 3,150 hangers.

Cyclus uncoated and coated paper is made from 100% recycled fibres and, according to the company, its production has a lower impact than virgin fibre paper – 37% less energy and 53% less water, said the company.

Arjowiggins Graphic operational marketing manager Angela De Vorchik said: “Attitudes can really make a difference in the world – 783m people are still without access to drinking water.

“But by sharing your attitude we can begin to make a difference. Uploading ‘attitudes’ will trigger our donation to SOS Children’s Villages, France.

“There is not a specific objective with sales of the paper but we want to raise awareness and remind people that using these kind of papers saves water and energy and has other environmental benefits.”

Cyclus distributor Antalis is supporting the campaign and at the end of every month, from July to October, SOS Children’s Villages will choose the five most creative attitudes on Facebook,

Winning entries will be awarded 500kg of Cyclus 100% recycled paper for their next pro bono charity project or to donate to their chosen charity.

Antalis marketing communications manager Marian Thomasson said: “The campaign aims to showcase the need for people to use paper that demonstrates the right attitude to the environment.”