Shape Magazine 3 2013 - Focus on Water

8/13/2019 Shape Magazine 3 2013 - Focus on Water

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3.2013 A MAGAZINE FROM SCAON TRENDS, MARKETS AND BUSINESS

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Digging into the expectationsof four new dads

Papatalk

THE WAROVER

WATERFreshwater the mostvaluable commodityin the world

New life forold by-products

Ashestransformedinto land

Billy Allen and hisdaughter Grace.


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2 SCA SHAPE3 2013

Youtube.com/

SCAeverydayshows

commercials and videos from SCAs

press conferences, presentations

and interviews with executives and

employees.

Facebook.com/SCA

is intended to attract

talent, engage users and provide

information in a way that comple-

ments sca.com.

Twitter.com/SCAeveryday

provides continious commu-

nication from SCA with a focus on

sustainability.

Slideshare.com/

SCAeveryday

is for investors and analysts, who

can download presentations from

quarterly reports and annual general

meetings.

Scribd.com/

SCAeveryday

makes some 50 publications available,

including SCAs sustainability report,

its Hygiene Mattersreport and

Shapemagazine.

Instagram/SCAeveryday

SCA photos from all across

the globe.

Contributors

Shapeis a magazine from SCA,

primarily geared toward customers,

shareholders and analysts, but alsofor journalists, opinion leaders and

others interested in SCAs business

and development. Shapeis

published four times a year. The next

issue is due in January 2014.

Publisher

Josphine Edwall-Bjrklund

Managing Editor

Marita Sander

Editorial

Anna Gullers,

Ylva Carlsson, Inger Finell

Appelberg

Design

Markus Ljungblom, Kristin PevaAppelberg

Printer

Srmlands Grafiska AB,

Katrineholm

Address

SCA, Corporate Communications,

Box 200, 101 23 Stockholm,

Sweden.

Telephone +46 8 7885100

Fax +46 8 6788130

SCA Shapeis published in Swedish, English,

Spanish, German, French, Dutch and Italian.

The contents are printed on GraphoCote

90 grams from SCA. Reproduction only by

permission of SCA Corporate Communica-tions. The opinions expressed herein are

those of the authors or persons interviewed

and do not necessarily reflect the views of

the editors or SCA . You can subscribe to SCA

Shapeor read it as a pdf at www.sca.com.

Address changes can done at

www.sca.com/subscribe or by e-mailing

[email protected]

Cover photo:Pontus Hk

SCAS SOCIAL MEDIA SITES

A good dad shows hiskids love and respect.

He guides them carefullythrough life while lettingtheir personality blossom.It is important to have funalong the way. Make sureyou have the right levelof childishness, not toomuch, not too little. Dont

try to ride a tricycle, that isusually a bad idea. Dont

throw water balloonswhen there are otheradults around. You mayhit one of them. No matterwhat, live in the moment,the moments might notcome back.

Pontus HkPhotographer, USA, dad to Olivia, 7 and Alicia, 2.

3.2013 A MAGAZI NE FROM SCAON TRENDS, MARKETS AND BUSINESS

Out

loo

k:SCA

throughthele

ns ofLe

nn

artNilsson

troughthe

e

f

e

Niln

Thehorse whispe

rer

(is amancalled To

bbe)

Digging into the expectationsof four new dads

Papatalk

THE WAROVER

WATERFreshwater the mostvaluable commodityinthe world

New life foroldby-products

Ashestransformedinto land

Billy Allen and hisdaughter Grace.

What makes a good dad?

Being a good dad isspending time with your

child. Whether its makinghalf an hour each eveningto read a good-night storyor teaching your little onehow to make pancakes inthe kitchen, experienceddads know their children

value nothing more highlythan contact with and

interest from theirparents. Putting down thesmart phone, forgettingabout work for a whileand making yourselfavailable to your kids isan investment.

Daniel DaseyWriter, Sweden, dad to Gabriella, 4 and Benjamin, 2.


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06. The ripple effectFreshwater is a scarce commodity. Access to clean water is

quickly becoming the next big challenge for the world economy.

14. Giddy-up!Tobbe Larsson has a special affinity for horses. He uses words

and common sense instead of a whip.

22.From the ashesWaste products like ash and sludge are being used

to build roads and create new land.

26.Daddy dearestBecoming a parent changes your life. Meet four dads discussing

the magic of fatherhood.

32.Window to the pastIn the 1950s, photographer Lennart Nilsson documented

sawmills and plants along Swedens Gold Coast.

how Team SCA did at the ocean race Rolex Fastnet? Find out on page 4.

DO YOU KNOW...

CONTENTS

/

12 HOURSwith Kristy Chew page 38

SHAPE UPpages 2021

NEWS FROM SCApages 4043

ALSO...A TISSUE BRANDcaring for elephants40

n r

l d o ..

us w rorrd

s ccus ng

d


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4 SCA SHAPE3 2013

UPDATEDBusiness news from SCA

TEAM SCA beat the Abu Dhabi OceanRacing team on corrected time in the

Rolex Fastnet Race in August. Abu Dhabiis one of the competitors in the next VolvoOcean Race.

It was really cool to match up with theAbu Dhabi boys, says Sophie Ciszek,part of s all-female crew. I thinkwe did pretty well against them despitethem having both a larger crew and big-ger spinnaker. But this was a good resultfor our rst race despite pretty trickyconditions.

Richard Brisius, managing director forTeam , was pleased after the race:

This was our rst big training goaland happily we achieved our objective.This is just the rst step of our jour ney,and now the debrieng process begins.We will take the lessons from this raceback to Lanzarote, our training base, andcontinue to work on the program.

SCA womentriumphant

Team SCA at thefinish of the RolexFastnet Race in

Plymouth, England,August 14, 2013.


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SCA SHAPE3 2013 5

AN AGREEMENT has been signed for

SCA Timber Supply UK to provide a range

of planed softwood products to the Travis

Perkins Group, star ting in 2014. We will

be investing immediately 5 million in new

facilities on Humberside, dedicated to

producing builders merchant products,

says Anders Ek, Acting Managing Direc-

tor SCA Timber Supply UK.

The Travis Perkins Group is Britains

largest builders merchant.

BEST

SUSTAINABILITY

REPORTSCA HAS producedthe

best sustainability report

on the Stockholm Stock

Exchange. This was the

conclusion of the environ-

mental news magazine

Miljrapporten,which

examined all 58 companies

on the Stockholm Stock

Exchanges Large Cap list.

SCA took first place for

its sustainability report,which according to the

jury links the companys

business strategy with

stakeholders views on the

challenges of sustainability.

The jury felt that SCAs sus-

tainability report makes a

clear connection between

sustainability, business

benefit and social respon-

sibility.

For those who ask what

is the purpose of sustain-ability reports and whether

they have any purpose at

all, the report from SCA is

a clear proof of how com-

panies can turn mandatory

reporting into strategi-

cally effective sustainabil-

ity measures, the jury

concluded.

SCA Sustainability Report

1

The king oftoilet paper,

darling of themarkets

French newspaper Le Monde

in July, describing SCA.

A BRASILIAN tree planting project, SCAs

Velvet tissue Three Trees promise has been

honored with two prestigious internationalCSR Excellence Awards. Four million new

trees have been planted in Brazil thanks to

SCAs UK Tissue brand Velvet and the Three-

Trees promise. SCA is funding the planting

and growing of indigenous trees through its

partnership with the ethical forestry company

Amata. The annual awards are organized by

PPP Partners in Protecting the Planet a

group of businesses that encourage the posi-

tive impact of businesses on their staff, sup-

pliers, communities and environment.

Tree plantingproject awarded

SCA HAS DECIDED to make a public cash

offer for the Chinese tissue company Vinda.

The offer is conditional on SCA achieving anownership share of Vinda in excess of

50 percent. SCA is currently the second larg-

est shareholder of Vinda, which is listed on the

Hong Kong Stock Exchange.

SCA will offer HKD 11.00 (SEK 9.29) per

share, corresponding to a premium of ap-

proximately 34.5 percent based on the aver-

age closing price over the past 30 trading

days. The offer corresponds to a market

capitalization of approximately SEK 9.4 bil-

lion for all shares in Vinda.

SCA became a part owner in the tissue

manufacturer in 2007, and currently has a21.7 percent holding in the company with two

representatives on its Board of Directors.

Vinda is the third largest tissue company in

China, the worlds second largest tissue mar-

ket. In 2012, Vindas sales rose 26 percent

and amounted to approximately

SEK 5 billion. The companys operating mar-

gin was 12.9 percent.

SCA to make anoffer for Vinda

Investmentin softwoodproducts


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FOCUS: WATER

Access to clean water will be the next bigchallenge for the global economy. There

simply isnt enough freshwater. Populationgrowth, urbanization and climate change

are about to make water the most valuablecommodity in the world. Water has

become the new oil.

challengeThe growing water

text SUSANNA LINDGREN photos GETTY IMAGES

6 SCA SHAPE3 2013


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SCARCITY OF WATER

may seem odd on aplanet where 70 percent of the surface iscovered by water. However, 97.5 percent ofall the water on earth is seawater. Most of theremaining 2.5 percent is frozen in glaciers

or the polar ice caps, while lakes, rivers and othersurface water account for only 1 percent of the poten-tially usable freshwater. UN gures show that waterscarcity already affects most continents and morethan 40 percent of our planet.

If all the water in the world would t into a10-liter container, all the accessible freshwaterin our rivers and lakes would ll a one-milliliter

measuring spoon, says Gustaf Olsson, a profes-sor in Industrial Automation at Lund University inSweden.

In recent years he has focused his research onhow water scarcity brings to light the conictinginterests competing for water. By 2025, the UnitedNations estimates, 1.8 billion people will be livingin regions with absolute water scarcity, and by2050 more than 2 billion people in 48 countries willlack suffi cient water, which makes the question ofwater access even more pressing.

SCA SHAPE3 2013 7


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There are two main reasons for the increasingwater scarcity: climate change and the growingworld population. We can already see the impactof climate change in more extreme weather condi-tions. In southern Europe and the western UnitedStates, rivers are running dry in the summer,while central Europe has recently experienced the

worst ooding in decades. India is seeing plenty ofrainfall, but the water is falling so intensely that itcant be managed properly, and in eastern Asia themonsoon can no longer be predicted.

We see more rain, more ooding and more andlonger droughts, which most likely are connectedto global warming, Olsson says.

With the world population increasing by abouta million people each week, the water challengeis not getting any smaller. The growing numbersof people, most of them concentrated in the cities,will need both water and sanitation. These needs,combined with improved standards of living in

many parts of t he world, will inevitably lead togreater demand for energy.All t ypes of energy require water, for exploit-

ing, extracting, rening or processing, Olssonpoints out. This creates a conict. Most peoplerealize that it takes a lot of energy to treat andpump water, but they dont necessarily see howmuch water is required to create the energy fordoing it.

Olsson points to the construct ion of two ofthe worlds largest coal-red thermal plants inSouth Africa. Of course the country needs energy,

WATER

Its no longer energy thatsour biggest challenge itswater. Water has already

become our new oil.Gustaf Olsson

High water on the Rhinein Cologne, Germany

8 SCA SHAPE3 2013


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47%By 2030, 47 percentof the world s popu-lation will be livingin areas of highwater stress. Theincrease will mainlyoccur in developingcountries, whichalready have limitedaccess to adequatesanitation facilities.

World Water

Developm ent Report,

WWDR, 2012

SCA SHAPE3 2013 9


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WATER PLAYS an important role innearly every step of the paper manu-facturing process. uses about210 million cubic meters of waterannually at its plants around theworld. Water is used to transport ber during t hepaper production process and as cooling water,with the breakdown between the two being 60 40.The cooling water has little or no impact on swater footprint. Its the process water, the mainpart of the other 60 percent, that has been thefocal point for the environmental department at for many years. This water is being treatedbefore emitted.

Our main target is to reduce both the amountof water we use by employing new and more envi-ronmentally sound techniques, and to make surethe effl uent is cleaned and treated in a sustainableway, says Patrik Isaksson, vice president for envi-ronmental affairs at .

By using globally acknowledged methods fromthe World Resources Institute in combinationwith internal assessments, has identied ninesites in six geographic areas of water shortage. TheSahagn tissue paper mill in Mexico is located inone such water-stressed area.

Our mill in Sahagn is situated next to MexicoCitys metropolitan area, where water is scarce

Water matters

especially in MexicoWater matters. Every year millions of cubicmeters of water pass through SCAs paper

mills around the world. Paper production

requires a lot of water and SCA has estab-

lished ambitious water targets to use it as

intelligently and sustainably as possible

especially in countries like Mexico, where

water really matters.

SCA SHAPE3 2013 11

FOCUS: WATER

Our maintarget is toreduce boththe amountof water

we use byemploy-

ing new andmore envi-ronmen-tally soundtechniques.Patrik Isaksson

:

Part of the waste watertreatment process whichallows great savings onthe use of fresh water inthe Sahagn plant.


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and therefore expensive, says Roberto Delen,plant manager at Sahagn.Sahagn, inaugurated in the beginning of 2011,

is the newest of all plants worldwide. It was aturnkey project and came with a standard water-handling system, and several measures have beentaken to reduce the amount of freshwater it uses.

Once we had stabilized production, the ideawas to optimize effi ciency and the use of water,Delen says. Initially we used 25 cubic meters ofwater per ton of produced tissue.

IF ENVIRONMENTAL CONCERNS werent enough,

the cost of water would be suffi cient incent ive toreduce the amount of water used. With each cubicmeter of water costing 12 pesos (94 cents), theprice of water per ton of paper was nearly 24 dollars. For each reduction of one cubic meter ofwater per ton of paper produced, the annual sav-ings amount to nearly 60,000 dollars.

We were using a considerable amount of waterin the deinking plant, where the recycled paper weuse is made into pulp, Delen says. By closing onedesign loop we could reuse water from the secondstage of the papermaking process for pulp making.

90%Improved sanitationand safe drinkingwater would reducediarrhea by nearly

90 percent.

WHO

Through this action, and by closing the loop inthe vacuum systems in the plant, Delen and hiscolleagues managed to reduce water consump-tion from 25 to 18 cubic meters per ton of paperproduced. A third action closing the loop on thesealing system for all pumps in pulp productionas well as in the paper machine further reducedconsumption to 15.7 cubic meters per ton

Our nal target is 10 cubic meters per ton in2016, Delen says. To reach that we have to startdealing with circulation rates and ionic charges,which technically is more challenging, but we willget there one step at a time.

By the end of 2012, Sahagn had reduced itswater consumtion by 15 percent. The plant hasits own water treatment plant, using a biologicalsystem to reduce the organic content in the effl uentwater. This means that the Sahagn plant alreadymeets the challenging new water targets set up by, which say that all pulp and paper mills shouldbe provided with mechanical and biologicaltreatment of wastewater by 2015. Of the Groups40 pulp and paper mills, 38 have installed and 1is in the process of installing biological effl uenttreatment plants.

FOCUS: WATER

12 SCA SHAPE3 2013

Plant manager Roberto Delen and his team has managed to reduce water usage from25 to 18 cubic meters per ton of paper produced.


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ACCESSIBLE WATER RESOURCESare

distributed extremely unevenly between

regions, making their use a local issue,

unlike climate change, which is a global

issue. Reducing water usage in a region

with good access to water does not

improve the situation in regions with

water scarcity. Most SCA mills, corre-

sponding to 97.5 percent of the Groups

water use, are located in areas with ade-

quate access to water. SCA has decided

to focus water-saving efforts in regions

experiencing water scarcity, and theGroup has set a target to reduce usage

in water-stressed areas by 10 percent by

2015, with 2010 as a reference year.

Although SCAs water usage in the

identified countries and regions Italy,

Spain, Mexico, Colombia, Australia, and

the southwestern US only accounts

for 2.5 percent of the companys overall

usage, planned reductions will make a big

difference locally. By year-end 2012, water

usage in these regions had declined by

3.4 percent. Former Georgia-Pacific sites

are not included in the water usage target.These will be surveyed in 2013.

The number of people living in water-stressed areas isrising, and developing countries are affected the most.

WATERSTRESSED

REGIONS

In SCAs view, the value of the water footprint at the product level is

complex and difficult to make comparable because access to water

varies dramatically around the world. What may be regarded as high

consumption in one location could be entirely negligible in another.

WATER FOOTPRINTA WATER FOOTPRINT MEASURESthe total

water used to produce goods and services

by an individual, business or nation. For

example, to produce one kilogram of beef

you need 10,000 to 20,000 liters of water.

The average world citizen consumes

1,564 cubic meters of water per year. In

the US the average consumption is 2,895

cubic meters. A water footprints impact

depends on where the water is extracted

and when. If it comes from a place wherewater is already scarce, the consequences

for freshwater habitats, species and liveli-

hoods can be severe.

Source: WWF

SCA SHAPE3 2013 13


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14SCASHAPE3 2013

UESTIONS


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SCASHAPE3 201315

Callingall horses

Tobbe Larsson travels the worldwith his horses, performing tohuge audiences in arenas like

Wembley Stadium in London andthe Stockholm Globe Arena.Relying on words instead of whip

and stirrup, he manages to controlthe animals completely.

text JONAS REHNBERG

photosSTAFFAN JOHANSSON


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16 SCA SHAPE3 2013

10 QUESTIONS

Whats so special about horses?Humans and horses have a sharedhistory. For thousands of years theyhave carried us through battle,hunting and exploration, and this

has created a unique bond between us. They are

universal creatures and they all speak t he samelanguage no matter where theyre from. You cancommunicate with a horse from any country orbackground if you know how to do it wild horses,too. In areas like Spain and the Middle East,theres a tremendous pride in owning a horse. Itsa bit odd that it has become almost exclusively agirls hobby in Sweden but in no other country.The biggest Swedish magazine about horses evenchanged its name to Penny Girl recently.

The fact that horses became my favorites ismore of a coincidence. We lived in the country-side, not on a farm but in an ordinar y house. I had

animals of almost every kind there is, from guineapigs and dogs to stick insects, and I got my ownhorse when I was seven.Can you talk to them?

I can read and interpret their signals and com-municate with them by using body language aswell as my voice. Theres really nothing dramaticabout it. Its like training a dog. In the past, thehorse was a member of the household, just asdogs still are, and if you couldnt control yourhorse back then, you ran the risk of being k illedin combat. The fact that Im dyslexic contributesto my affi nity with animals, since communica-

tion with them is based on means other than thewritten word. To me it was liberating to learn thatcommunication beyond writing and speaking waspossible.Your main passion lies in so-called freedom training.

Whats that?

Its about controlling a loose horse withoutriding it and barely touching it, relying instead oncommunicating with your personality, your eyes,voice, movements and body language. If you ride

it, you can always exert physical pressure to haveyour way, but not in freedom training. You also getvery attached to freedom horses, because you havedeveloped a very special bond without which youcouldnt control them so precisely.Do horses really enjoy being trained?

With freedom training, theres not a chancethey would follow my instructions if they didntenjoy what they were doing, since I cannot exertany physical pressure. They also wouldnt put upwith being on tour for eight months with up to veshows every weekend if they didnt think it was funat all. But you have to design tricks that t he horsecan pull off - if its too diffi cult for them, they gettired. On the other hand, they beam with pridewhen they succeed. A horse that understands whatyou want it to do, and is able to do it, is a happyhorse.Can anyone who copies your moves control the

horses in the same way? No. Sometimes someone from the audiencejoins me in the ring to emulate my moves, but thehorse just turns to look at me like, Whats goingon here?How should an amateur communicate with

a strange horse?

Basically, horses are nice, friendly animals.They are not naturally aggressive and dont wantto attack you, but be careful not to stand in thewrong place. A horse weighs half a ton and caneasily hurt you. When playing with each other,horses may be quite rough, biting and kicking, but

humans are too fragile for that, even if we wear ahelmet and a vest. Show respect but not insecurityor fear. Dont be pushy. Let the horse make the rstmove, then let it follow you. Its a herd animal.I heard you are friends with the crown prince of Dubai?

Yes, he frequently comes here for horse train-ing. I go down there a couple of times every month.You have your own television show. Whats it about?

Pony Emergency is about horse ownerswho are unable to handle their horses. Often t he

Im such a bad loser that I dontparticipate in activities I cant be

sure of winning.

Name: Tobbe LarssonAge:38Lives:In a vicaragebuilt in 1863 in Sjrup,Skne, in southernSweden.

Tobbe Larsson

I canread andinterprettheirsignalsand com-municate

with them

by usingbodylanguageas well asmy voice.


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18 SCA SHAPE3 2013

Tobbe Larsson has a special

affinity for horses, datingfrom when he got his firstone at age seven.

COZY IN THE STALL

SCA has developed stall

bedding pellets for horses

made of pure sawdust.

When moisture is added

to the pellets, they expand

to 2-3 times their original

size, quickly disintegrate

into sawdust and pro-

vide a soft but stable, as

good as dust-free bed-ding surface in the stall.

The bedding product has

also demonstrated highly

positive results for horses

previously suffering from

pressure sores.

Tobbe Larsson is an ambas-

sador for SCAs stable pel-

lets, which he also uses for his

horses.

Its important to me that my

horses enjoy a comfortable and

healthy environment, and I want

my stable to be light, fresh and

easy to manage, Larsson says.

The pellets provide the horses

with a soft, cozy bed on which

to rest. They are a completely

natural product with no artificial

additives. Stall bedding pel-

lets are available for deliv-

ery throughout the Swedish

mainland.

10 QUESTIONS

reason is that they have focused so muchon training for contests that they forgetthe importance of everyday activitiesand learning the basic but necessarycommands. Spend a lot of time with yourhorse and get to know it.Despite your equine skills, you have never

entered a professional competition. Why?

Im such a bad loser that I dontparticipate in activities I cant be sureof winning. Its odd that Im actually

less nervous when performing in hugearenas than I am before a smaller crowd.Perhaps its because one cant really seethe individuals in an arena like Wembley,which is so huge that I ride a golf car tto the stage.Have you ever wanted to train other

animals?

No. I have a dog, but it cant doanything on command.


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avec de nouveaux noms et emballages Tork.

En tant que socit leader dans les produits dhygine, Tork partage

le mme engagement comprendre vos besoins afin de vous rendre

la vie au travail tonnamment simple.Pour en savoir plus, visitez www.tork.fr

SCA HYGIENE PRODUCTS

AFH Professional Hygiene Europe

Roissypole le Dme - Bt 7

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Tout ce que vous aimez

chez Lotus Professional

se retrouve maintenantchez Tork


20/44

20 SCA SHAPE3 2013

SHAPEUP Check out whats happeningoutside SCA.SHAPEUP Check out whats happeningoutside SCA

Lvng artWALLS DONThave to be boring. A grow-

ing trend features green walls plants

as vertical gardens. Creating leafy green

indoor walls affects our minds and sense

of well-being. Some experts say that

people work better, are happier and

dont suffer from as much stress when

surrounded by plants. At a workplace

the plants also help clean the air. The

master of vertical gardens is Frenchbotanist Patrick Blanc, who wants plants

and buildings to live in harmony. One of

his best-known works is the living wall

at the Muse du Quai Branly in Paris.

Blancs Vertical Garden System can be

implemented anywhere, indoors or out-

doors, and in any climatic environment.

www.verticalgardenpatrickblanc.com

PETER MORGAN, a marine biologist andsanitation innovator from Zimbabwe,has been named the winner of the 2013Stockholm Water Prize. The committeeawarding the prize cited his work in pro-tecting the lives and health of millions ofpeople through improved sanitation and

water technologies.Morgan has invented a wide range ofsimple, smart and low-cost water andsanitation technologies, used today bymillions of people worldwide.

Many currently existing solutionsto provide clean water and sanitationare unaffordable, impractical and out ofreach for the worlds poorest people, theStockholm Water Prize Committee said

in its citation. As a result of Dr. Morganspioneering work to develop practical wa-ter and sanitation technologies for thosemost in need, countless communitiesnow enjoy safer water, a cleaner environ-ment and quality of life.

Local communities can use Morgans

solutions to build and sustain them-selves. For each of histechnologies, he hasalso developed a widerange of training andeducational materi-als that enable localpractitioners to install,maintain and improvethem.

Simple water solutions for the poor

Peter Morgan

:

:


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SCA SHAPE3 2013 21

Back to the future: old newspa-pers return to their roots as logs.

Estrogencan prevent

infectionsEstrogen stimulates theproduction of the bodys own

antibiotic. It also strength-

ens the cells in the urinary

tract, according to a new

study from the Karolinska

Institutet in Sweden. Urinary

tract infections are among

the most common diseases,

affecting over half of all

women at some point in their

lives. The new results show

that estrogen supplementsmay help menopausal women

ward off recurrent urinary

tract infections.

2.5billion people in the world did

not have access to adequatesanitation facilities at the endof 2011. That is 36 percentof the worlds population.Sanitation is scarcest in sub-Saharan Africa, Oceania andSouth Asia.Source: www.unicef.org

Recyclngall aroundNewspaperWood is a material invented by the

Dutch designer Mieke Meijer. The process takes

newspapers, which are made from wood, and

reconstitutes them into logs that can be cut,

milled and sanded like ordinary wood. When

a NewspaperWood log is cut, the layers of

paper appear like wood grain or the rings of

a tree. The product is licensed by the Dutch

design studio Vij5.

www.vij5.nl/KrantHout_S_EN.html

A JAPANESE SHOWER ROBOTcould make iteasier for old or disabled people to manage

their hygiene without assistance. The user

lies downs in a shower compartment and

is washed by the robot, which adjusts the

sprinkles to the persons shape and size. Ro-

bots might be a solution for dealing with the

worlds growing elderly population. Today

toilets are available in some countries that

help to wash people who are incapable of

using toilet paper.

Robots forhygiene care

Did youknow that

women are significantly more

likely than men to recommend a

restaurant based on messages

from environmental causes

or charities*

*According to a joint research studybetween SCA and the US National

Restaurant Association.


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22 SCA SHAPE3 2013

TECHNOLOGY

ASHES AND OTHERby-products from a pair

of pulp and paper mills will helpto create new land needed by an sawmill as par t of a 10-year-long projectthat began in 2012. The effort involves

using the residue products to ll in an area of thesea equivalent to 15 professional soccer pitches.

Each year, the Swedish paper and pulp indus-try produces about 200,000 tons of boiler ashand 220,000 tons of a waste product called greenliquor dregs (). Both of these products can be

FROM ASHESFormer waste products like ash and

sludge from forestry mills become newroads and help to build new land.

textULF WIMAN ill ustr ationNILS-PETTER EKWALL

STRAND PULP MILL

GREEN LIQUOR DREGS

ASHES

ORTVIKEN PAPER MILL


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SCA SHAPE3 2013 23

used on an industrial scale to create land wherenone existed before, according to Patrik Halling, vice president for technology.

We have done this successfully at Ortviken paper mill and strand pulp mill, andare currently involved in a large project at Tunadal sawmill, Halling says.

The Tunadal sawmill is located near Sundsvallon the Baltic coast, 380 kilometers north ofStockholm. The project will create 100,000square meters of land in the Aln strait that the

sawmill needs for storing timber and for futu reexpansion.

Since November 2012 the mill has seen a con-tinuous stream of heavy trucks, each with a 30-tonload of rocks used to construct an 860-meter-longpier. The pier, built with 750,000 tons of rocks,will mark off the new land. To ensure its stability,a ditch six meters deep and 30 meters wide hasbeen dredged in the clay sea bottom.

As project manager Magnus Jinnerot of explains, It is technically complicated to ll

to new landGreen liquor dregs fromstrand pulp mill and boilerash from Ortviken papermill from the new land areaneeded to expand the busi-ness of Tunadal sawmill.

TUNADAL SAWMILL


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24 SCA SHAPE3 2013

TECHNOLOGY

rock on a poor foundation, especially when youdont see what youre doing. We had to constantlyuse sonar.

Once the pier has been nished and sealed, thesecond phase will start in late summer of 2013.Each year for the next 10 years, the newly producedlagoon will be lled with some 26,000 tons of ashand 10,500 tons of sludge from the Ortviken mill,and with 10,300 tons of ash and 22,500 tons of from the strand mill.

Jinnerot says the mix of ash, and sludgeworks well as construction material. Once its inthe water, it becomes so stable that the sawmill canbuild roads and lighter buildings such as ware-houses on top, he says.

LAND BUILDING in water is time-consumingand complex, but calculates that it is stillbetter than transporting the waste products fordisposal. And it creates land required to expandits businesses.

This method brings several advantages,

Jinnerot says. We get the land that we need anddont have to pay fees for disposing the waste prod-ucts. And as both Ortviken and strand are close toTunadal, we avoid long, costly transports, making ita more eco-sound solution to boot.

If it was purer, the ash could be used to produceconcrete. Other possible uses considered wereforest fertilization and road construction. But thevolumes required in these applications are rela-tively small, so much of the waste would still have

ended up in waste facilities.Ever-tougher environmental regulations andtaxes have driven the search for sustainable andcost-effective ways to recycle these residuals.

had considered various ways of dispos-ing of the waste products from the Ortvikenand strand mills, an estimated 73,000 tons in2014. On average, Ortviken alone produces 70tons of ash every day of t he year, Halling says.Given the costs and environmental issues, wedecided that building land at Tunadal was thebest solution.

We get the

land that weneed anddont haveto pay feesfor puttingthe wasteproducts ina dump.Magnus Jinnerot, SCA

PROCESSING

WASTE

PRODUCTS

Almost 1 million tons ofash, green liquor dregs(GLD) and sludge from

SCAs Ortviken papermill and strand pulpmill will be used forbuilding new land for theTunadal sawmill.

The ash from the Ort-viken mill is the result offorest industry by-prod-ucts such as bark andchips that are burnedto produce steam andhot water for productionand heating. The sludge

is a waste product fromthe mills paper coatingprocess.

At strand a processfor recovering chemi-cals produces the GLD,while the ash is a biofuelboiler residue product.

The project at Tunadal sawmill will create 100,000 square meters of land that the sawmill needsfor storing timber and for future expansion.


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28 SCA SHAPE3 2013

MARKET

What were your expectations before the

arrival of the baby?

I always wanted to be a dad and a young dad.The big expectations were how my wife and Iwere going to work on keeping our relationshipgoing and try to take care of our baby. We knewthat we were going to get a lot less sleep and notso much time for activities and date nights and

things like that.Did anything in particular take you by surprise?One surprise was the rst t wo nights in the

hospital, how nervous I was. As much as you readthat your baby cant be broken, youre watching herevery second. The rst night was by far the mostnerve-racking. Another thing we didnt expect wasthat we got nervous around nighttime, because allworries kind of got magnied and we had to makesure she was sleeping.Anything you would have preferred to know before

the arrival of your child?

The nice thing in our day and age is we have

phones and computers and iPads. If we want toknow something we Google it. Rather than worry-ing about it or calling a doctor, you just look it up onthe Internet and go, Okay, my baby is doing whatnormal babies do.Did you and your partner attend any parental

education before the birth?

We did a Lamaze class a birthing class and wealso did an infant-care class. Its run by a nursein Albany whos been in labor and delivery foryears, and that helped ease our minds about a lotof things. It answered our questions about car-seatsafety and things like that.

What would you say is the biggest challenge asa parent?

So far the biggest challenge has been trying tostay healthy and eat healthily. We were both divi-sion-one college athletes, so we like our exercise.Another challenge is just trying to keep her happy.Sleeping is one of t he bigger challenges, but shesalready doing pretty well at that.What characterizes a good dad?

For a new dad, encouraging your wife or themother of the baby is important. Theres not alot I can do at this stage with the baby, but you

The rst night was by far the mostnerve-racking. Billy Allen

can be there for your wife, be encouraging. A ndyou can be tender with the little one. Most dadsare so rough and tough, so you can just be tenderand quiet.What do you want to convey to your child?

Were very religious, so thats a big part, ahuge goal in our eyes. Education is key, and hardwork. Those three things will get you a long wayin life. Christian values and morals thats what

we most want to convey, and the other thingswill follow.Have you been on parental leave? How long?

Im a graduate student, so I do research andgo to school. I took about a week and a half offfrom school. My wife was off for eight weeks,so I didnt need to take off too much time. Butsince then my wife has gone back to work, andIve taken in total two days off to stay home andwatch the baby.Which part of childcare do you actively take part in?

Right now its mostly supporting the mom.She does the majority of the work, but I change

diapers. When Im at home with the baby all day,Ill do everything. We have bottles to give to herwith milk. At night when the babys up for morethan 20 or 30 minutes and cant get back to sleep,Ill get up and take her into another room and tr yto get her to sleep so her mom can get some sleep.Whats a magic moment for you as a parent?

Seeing my wife hold our daughter for the rsttime was my most special moment. It was veryemotional. Theres a little baby you get to have.We asked everyone to get out of the room so wecould meet our daughter.

USAName:Billy Allen, 25Family:Wife Cait, babydaughter Grace born inMarch 2013Lives:Delmar, New York,USA (near Albany)Hobbies:Sports, working

out, cooking


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SCA SHAPE3 2013 29



That life would continue as before. I thought Iknew what being a parent involved, but both mylife and attitude changed at once.Did anything in particular take you by surprise?

That the baby slept so much at rst. I imaginedcrying and sleepless nights. Instead, life was domi-

nated by lots of sweet moments and closeness.Anything you would have preferred to know beforethe arrival of your child?

No, I dont think you need that much infor-mation. A parent experiences constant change,which Ive now realized will continue throughoutchildhood.Did you and your partner attend any parental

education before the birth?

No.What would you say is the biggest challenge as

a parent?

Living up to your vision. You also have to realize

daily that you have an enormous responsibility,while you also have to be able to enjoy the momentand make the most of being a dad.What characterizes a good dad?

Being sensitive to the child, coping with theblows of parenthood. You have to allow yourselfto let go of the child so that they can explore andnd their own way. Acting consistently so that thechild feels secure in having someone to rely on.What do you want to convey to your child?

Being open to change and curious about life, aswell as showing respect for others. Nothing is con-stant people age and die, and situations change.

Have you been on parental leave? How long?Yes, with the rst two children. The plan is to beat home for six months with Alexander when hestarts preschool. Ill be the one settling him intopreschool.Which part of childcare do you actively take part in?

Everything except breastfeeding!Whats a magic moment for you as a parent?

Receiving a smile that demands nothing inreturn. Coming home and talking to the child andfeeling unconditionally that this is going to bene, Dad loves you.

The biggest challenge is livingup to your vision.Simon Nordlund

SWEDENName:Simon Nordlund, 33Family:Anita Buczko (part-ner), Samuel 6, Rebecca 3,

Alexander, born in MarchLives:Lerum, SwedenHobbies:The family, nearbyactivities, soccer, golf.


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30 SCA SHAPE3 2013

FEATURE

What would you say is the biggest challenge as a

parent?

To be able to change completely the way of lifeyou had before. Once you have a child, your lifedoesnt belong only to you. You have to learn how

to share and give instead of just take.What characterizes a good dad?

A sense of responsibility, the ability to pass onexperience and the readiness to educate yourchildren.What do you want to convey to your child?

I would like to teach my children to be attentiveto other peoples needs, overcome lifes diffi cult iesand be willing to excel in all kind of activities.Have you been on parental leave? How long?

No, in Russia t heres a more traditional approachwhere the mother stays home and takes care of thebaby. Men should go on hunting and protecting the

family.Which part of childcare do you actively take part in?I feel comfortable with every little thing about

baby care, but my key competence is rocking themto sleep.Whats a magic moment for you as a parent?

To see how your children grow and improvetheir skills day by day. When they take their rststeps and say their rst words, every day can bringyou something new and special. The thing is to beable to recognize the moment.



I had no clear idea what I was about to face.

I was expecting new responsibilities, and I tookthat very seriously. But since I knew our rst childwould be a boy, I was already thinking how I couldshare my experiences, like doing sports and allkinds of male stuff. With Polina it was different.I knew that the rst year with the baby means lotsof sleepless nights, putting your own wishes aside.Doing simple things is enough, like just relaxingin the evening or doing nothing on the weekends.Knowing we were expecting a girl, I thought aboutbuying dresses and decorating the room in pink.I felt pretty condent, as I considered myself anexperienced father who knew how to change a

diaper and rock the baby to sleep.Did anything in particular take you by surprise?Every child is unique and special. You never

know how different your life will become. Polinasbehavior was very different from her olderbrothers, so the whole family had to adapt to hertemperament, which was much more demanding.Instead of buying pink-and-white dresses I hadto spend hours with a crying baby while trying tocheck my sons homework.Anything you would have preferred to know before


I thought I knew everything. Now I understand

that we dont manage our babies they manage us.Did you and your partner attend any parental educa-tion before the birth?

My wife did. That was a requirement of the hos-pital where she wanted to have our daughter. As forme, I focused more on how to prepare our son, whoused to be the center of the family, for the arrival ofhis new sister. When parents are expecting a newbaby they concentrate on it so much that the olderchildren in the family may feel less loved. Stayingattentive to the older children is no less importantthan being prepared for the new baby.

Instead of buying pink-and-white dresses I had to spend

hours with a crying baby.Maxim Barkov

RUSSIAName:Maxim Barkov, 39

Family:Wife Marina, sonIlya, 10 and daughter Polina,2 1/2Lives:Moscow, RussiaHobbies:Sports, travel,photography, painting,home improvement.

NEW GLOBAL

BABY BRANDPLATFORMSCA has launcheda new global babybrand platform LoveEvery Moment. Theconcept includesbrand positioning,communicationplatform and packdesign. A globaltoolkit of launchassets has been

created, rangingfrom tv commercialsand print to digitaland PR elements.The brand platformis now being rolledout globally, startingwith Russia and theNordic countriesspring 2013.

MARKET


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FEATURE



We hoped that our baby girl would be healthyand delivered safely. As for my wife, I hoped shewouldnt suffer from too much pain during thedelivery. I also hoped that my baby girl would havefair skin and big eyes like her beautiful mother.Did anything in particular take you by surprise?

This is my second child. Af ter a few hours ofcontractions and pain, my wife was stillstruggling, and according to the doctor there wasa risk of shoulder dystocia. We knew nothing

about this, so rather than take any risks we decidedon an emergency cesarean. This was a bad surprisefor us.Anything you would have preferred to know before


My wife has experienced hemorrhoids before,and the doctor said she would suffer from themagain after delivery. And yes, it has happened.Did you and your partner attend any parental educa-

tion before the birth?

No. We learned from books and magazines andthe experiences of relatives and friends who have

A BIBLE FORPARENTS TO BEFor more than 40 yearsLibero, SCAs baby carebrand, has publisheda book on pregnancy,

childbirth and parent-hood for future parentsin Denmark, Norway,Sweden and Finland.There are two editionsof the book: one for first-time parents and anotherfor those who have hadbabies before. The booksare in the process of be-ing translated to reachadditional geographicregions. Other SCA mar-

kets have shown interestin translating the bookinto their local languagesRead the book or down-load it in English:www.libero.se/du-just-

nu/Graviditetsbok

The unexpected magic moment for mecame one day when I came home feelingtired and frustrated... Lim Soom Min

been through childbirth.What would you says is the biggest challenge as

a parent?

Taking care of the child during the night and yethaving to wake up early to go to work. Also chang-ing dirty diapers.What characterizes a good dad?

Patience and understanding, respect andhonoring your wife in her role as mother.What do you want to convey to your child?

I would like her to be a kind, polite and lovablegirl as well as a truthful person. I hope my girl

grows up healthy.Have you been on parental leave? How long?Yes, I took one week of leave.

Which part of childcare do you actively take part in?

I take part in bathing, changing diapers and let-ting my baby sleep.Whats a magic moment for you as a parent?

The unexpected magic moment for me came oneday when I came home feeling tired and frustratedwith my workload, and she seemed to know what Iwas feeling. As I was hugging her, she touched myface gently and smiled at me.

MALAYSIAName:Lim Soom Min, 34Family:Wife Ng Yan L ing,son Shawn Lim Ze Xuan,3 years old, daughter StellaLim Jin Ee, born Dec. 2012Lives:Seremban, MalaysiaHobbies:Badminton,fishing, travel

GravidigenGraviditet,frlossningochdenstrrefamiljen2013

Carolina Gbel m.fl.

Gravid igenGRAVIDITET, FRLOSSNING OCH DEN STRRE FAMILJEN

Hur gr jag fr att dela minkrlek mellanflera barn?Hur gr jag fratt tillgodosebarnensolika behov? F svar och hitta goda rd.

2013

Gr a v id f

r f r s t a

g ng e n

g r a v i d

it e t ,f r l o

s s ning o c hd e n

ny a f a

mil je n

2 0 1 3

CarolinaGbel m.fl.

Gravidfrfrstagngen

GRAVIDITET,FRLOSSNIN

GOCHDENNYAFAMILJEN

Vad hnder undergraviditet

en? Hurfrjagen brastartp

amningen?

Hurrdenfrstatiden som

frlder? Fsvarochhittag

odard.

2013

SCA SHAPE3 2013 31


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32 SCA SHAPE3 2013


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34 SCA SHAPE3 2013

Log intake at the Essvik sulphite mill.

HEN THE SWEDISHlyric poet Elias S ehlstedtstood looking across Sundsvall Bay in 1852, hewas struck by the large number of sawmills.I saw sawmill after sawmill wherever I looked,he observed. Sundsvall Bay was one of the worldsmost sawmill-intensive areas in Sehlstedts t ime,but the area was hit hard after Swedens Kreugercrash in the 1930s. A number of sawmills wereclosed down and many people lost their jobs.

, whose entire operations were located inNorrland at that t ime, was forced to implement

tough rationalization programs. These programs,which focused on increased effi ciency, industri-alization and processing, were unpopular at rst.But it was soon clear that t he move saved wholecommunities from ruin. At the time of LennartNilssons journey in the 1950s, the poor communi-ty of Holmsund near Ume had been transformedinto a model community with full employment.Journalist Mons Mossner, who collaboratedwith Nilsson on the photo reportage for Se (See)magazine, wrote that 4 million Swedish kronorhad been invested solely for the well-being of

Loading pulp bales from thestrand sulphate mill.

I sawsawmillaftersawmillwhereverI looked.

W


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SCA SHAPE3 2013 35

OUTLOOK

MUNKSUND PAPER MILL,PITE: Containerboard(packaging paper).

MUNKSUND SAWMILL, PITE:One of Swedens largestsawmills.

OBBOLA PAPER MILL, UME:Containerboard.

RUNDVIK SAWMILL,NORDMALING:Sawn timber products of Nordicspruce. Large exports to the US.Major new investments this year.

BOLLSTA SAWMILL,BOLLSTABRUK: Swedenslargest and most competitivesawmill.

STRAND PULP MILL, TIMR:Kraft pulp for manufacture ofhygiene products, tissue andpublication papers. One of theforemost pulp mills in Europe.

ORTVIKEN PAPER MILL,SUNDSVALL: The worlds fifth-largest publication paper mill.High-grade paper accounts fortwo-thirds of operations. Majornew investments in recent years.

TUNADAL SAWMILL,SUNDSVALL: Now Sundsvallsonly sawmill, competingwith Bollsta to be Swedenslargest sawmill.

SCASOPERATIONS

TODAY FROMPITE TOSUNDSVALL


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Wood intake, the wood houseat the strand sulphate mill.


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SCA SHAPE3 2013 37

OUTLOOK

employees. The Holmsund workers couldattend courses and had comfortable newhomes, churches, cinemas, hobby facili-ties and a sports center. But when sheadquarters relocated from Stockholmto Sundsvall 1949*, the sales departmentwas distressed to nd that the area lackeda golf course. When they heard there wasnt a golfcourse, there was nearly a revolution,says Bjrn Lyngfelt, vice president ofcommunications at . Thats why built the rst golf course in Sundsvall.

The Gold Coast that Nilssonphotographed is the coastal stripbetween Sundsvall and Ume,stretching some 400 to 700kilometers north of Stock holm.

The area is still of major importance toSwedens forest industry. Here are someof Swedens and in some cases Europes largest and most competitive saw-mills, pulp mills a nd paper mills. Some50 sawmills previously loc ated around

Sundsvall Bay have been replaced by asingle sawmill that produces consider-ably more than t he others had producedjointly. sawed its last log in the mod-el community of Holmsund in early Junethis year. But the closure of this sawmillwith around 40 employees is hardlylikely to impact the region in the sameway as last centurys rationalization pro-grams. Since the series of art icles in Sewas written, nearby Ume has become auniversity city and it is now bigger thanSundsvall.

Here we have the Obbola paper mill,which is celebrating its centenary thisyear, Lyngfelt says. Then some dis-tance further south we have the Rundviksawmill, which is actually celebrating150 years. And Holmsund has a portand freight terminal, which is also veryimportant for other businesses and which continues to operate.

* SCAs headquarters moved back to

Stockholm in 1993.

LENNART NILSSONLennart Nilsson, born in 1922, is con-sidered one of the worlds most eminentphotographers. He is particularly noted

for his groundbreaking images of invivo human embryos. He succeededat an early stage in photographing thefetus in the uterus, which resulted inhis 1965 book A Child Is Born. Prior tothat, he worked for many years as aphotojournalist for Swedish magazinesincluding Se(See) and Vecko-Journalen(Weekly Record) and later forLifemagazine. Nilsson has also worked asa court photographer and has receivedmany Swedish and internationalhonors and awards.

Family life in a home built by SCA with a view of the strand mill from the kitchen window.

Removing wood from storage in the timber yard.

SCA built cottages for the use of its employees.


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38 SCA SHAPE3 2013

When SCA needed crew members for two

yachts competing in a Swedish of f-shore race,

employees from around the world stepped up

to the challenge. Kristy Chew from Malaysia was

among those who enjoyed the adrenalin rush.textJRGEN OLSSON photoRICK TOMLINSON

SCA had two boats

participating in the

race: SCA People and

SCA Nature. They were

among some 250 boats

and crews from

11 countries in the race.

Both SCA boats com-

pleted the race safely

and successfully. Of the

40 boats in the SRS A

class, SCA Nature fin-

ished in 30nd place and

SCA People in 35th.

SCA IN THE FOFFSHORE RACE

The waters in the middleof Stockholm crowdedwith yachts, waiting forthe starting gun.

Baltic

challengefor SCAemployees


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SCA SHAPE3 2013 39

12 HOURS

SCA WILL TAKE on a major sailing challengenext year when it enters a professional,all-female crew in the 201 4-15 Volvo OceanRace. As a way of engaging employees in itssailing commitment, the company recently

brought together staff from around the world totake part in a more modest sailing event.

A group of 17 colleagues from 10 countr iesaround the world arrived in Stockholm i n lateJune to part icipate in a sailing challenge in theBaltic Sea, the Offshore Race, also known as

I love all outdooractivities, so wheneverthere is an opportunityI just do it. I have alwaysloved challenges.

KRISTY CHEWAge:46Lives:Kuala Lumpur,MalaysiaFamily:Single

Work:Quality assur-ance manager at SCAMalaysia. Responsiblefor developing andmaintaining systems tosupport business unitsto achieve their qualitytargets.Outdoor CV:RedCrescent, MalaysiaReserve Army Force,diving, hiking, swim-ming, water raftingand kayaking. She runsmarathons, biathlonsand adventure races

and plays games liketennis, netball andbasketball.

the Round Gotland Race. One of them was Krist yChew from Malaysia.

Sailing is not a common sport in Malaysia,she says. I love all outdoor activities, so when-ever there is an opportunity I grab it. I have alwaysloved challenges.

The two teams had three days to train to-gether before the start. The d ays were marked byintensive training and a steep learning cu rve, butthe teams came together quickly. The term inol-ogy was a bit d iffi cult at rst, but by the end of t hetraini ng we understood each other well, Kristysays.

Within a short period of time we managed tobuild trust, helped each other through the t rain-

ing, met all the challenges and then completed therace in the shor test possible time sa fely.For Kristy, coming from tropical Malaysia, the

hardest part of the race was the cold weather, buthaving many layers of clothes helped to overcomethat problem.

Completing the race together with the teamreally added another chapter to my life, she says.I proved to myself that I could do it, although I didnot know exactly what would happen in the begin-ning. This experience proved that my belief is right teamwork can move a mountain.


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40 SCA SHAPE3 2013

News from SCA

SCAINSIDENews from SCA

Protectingthe elephants

SCAS INCONTINENCE brand TENA was

launched in Ghana in 2012. Over 230 health care

professionals were invited to attend a launch con-

ference in Ghana in May 2013, including doctors,

nurses, pharmacists, health workers, representa-

tives of the Ghana Pharmacy Association, as well

as healthcare officials from Nigeria, Ivory Coast,

Kenya and Gabon. The highlight of the launch

event was an interactive three-hour training

session conducted by SCA UK Training Man-

ager Donna Wilson. She emphasized how TENA

improves the quality of life for patients, and that

it can reduce the workload for caregivers and still

have a positive impact on budgets.

TENA LAUNCH IN GHANAare

Kenya and

event was

THE DRYPERS BRANDis expanding

its baby toiletries range in Southeast

Asia with the addition of two new

products: baby oil and baby lotion.

The addition of Drypers Baby Oil and

Drypers Baby Lotion completes the

Drypers baby care toiletries range.

Oil and lotion for

Malaysian babies

THE SCA BRAND OKAY, which markets kitchentowels in France, has been actively engagedin protecting African elephants for the pastthree years. The African elephant has been thesymbol of the brand for more than si x years.With Okays support, activities were organized

in 250 schools in 2012, while 25 nature schoolclasses were given near an elephant reserve inthe west African country of Burkina Faso.

A I IDENe

nants

THE A BRAND KA markets kitchen, whicively engagedtowels in France, has been actts for the pastn protecting African elephanant has been thethree years. The African elep

than six years.symbol of the brand for mores were organizedWith Okays support, activitie

nature schooln 250 schools in 2012, while 2ephant reserve inlasses were given near an el

rkina Faso.the west African country of B


41/44

FEATUREw

SCA SHAPE3 2013 41

SURVIVORS OF THEYaan earthquake in Chi-

nas Sichuan province in April received hygiene

products and cash donated by SCA employees

and matched by SCA. The donation included

TENA and Dr. P incontinence products, Tempo

tissue and Sealer baby diapers, handled out

to and through China Foundation for Disabled

Persons (CFDP).

Necessities forearthquake victims

RUNNERS AND WALKERSof all

ages joined in the TENA Run Walk

in Mexico to show that age and

incontinence are no barriers to

physical activity. More than 10,500

people joined together to break

taboos around bladder weaknessand support family integration

through physical activities.

Mexican familiesin TENA race

SCAS TISSUE mill in Ortmann, Austria, has found a way

to recycle its waste material by turning it into pallets. The

innovative project is the result of a cooperative effort

between Ortmann and the Interuniversity Research Insti-

tute for Agrobiotechnology (IFA) in Tulln, and it intends to

show how to make new products by recycling tissue resi-

due fibers through extrusion or other similar processes.

The extrusion method is a well-known way to form mate-

rial. Today, waste material from Ortmann is used in the

construction industry.

SCA receivesthe certificate

for the fifth yearin a row.

GermanysTopEmployer

No need to wasteCAS TISSUE mill in Ortmann, Austria, hasto recycle its waste material by turning it int

innovative project is the result of a cooper

between Ortmann and the Interuniversity

tute for Agrobiotechnology (IFA) in Tulln, a

show how to make new products by recy

ue fibers through extrusion or other sim

The extrusion method is a well-known w

rial. Today, waste material from Ortman

construction industry.


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FEATURE

42 SCA SHAPE3 2013

SCA INSIDE

GU YUN XIANG, a farmer in the

Ningxia desert in China, has

been planting trees in the regionfor more than 14 years in an

effort to stop the desert from

expanding into nearby villages.

SCA has donated 4,000 trees

to the effort, and SCA employ-

ees, suppliers, distributors and

consumers traveled to Ningxia to

help her plant the seedlings.

Gu started out with no experi-

ence and no financial support,

and in the first year all of her

planted trees died. The setback

did not discourage her, though.She borrowed money from banks

and learned how to plant trees in

desert areas without irrigation.

A decade later, she has plantedthousands of trees, and their

survival rate has increased to 70

percent.

To reach out to and engage

people in the activity, Tempo

Hong Kong and Tempo China en-

couraged users of Facebook and

the Chinese microblogging site

Sina Weibo to follow and forward

a message to support the tree

planting effort. For every 10 sup-

porters, SCA donated one tree.

The Shanghai Morning Post alsowrote a full-page story about it.

, trees donatedto female farmer

FOR PEOPLE IN THE UKinterested in TENA

products, a pilot project has improved the infor-

mation available online. New illustrations make

it easy to see the advantages of the products

rather than just depicting the packages. More

countries will soon implement this new way of

managing product information online.

www.tena.co.uk

Crystal clear

product info

A group of 17 of SCA employees, suppliers, dis tributors and consumers helpedMs. Gu to plant hundreds of t rees in two days

Ms. Gu shares SCAs passionfor sustainability and thatis the reason we decided tosupport her.Wesley Chiu, General Councel, SCA

ONLINE

PRODUCT DEVELOPMENTin publication papers

and improved printing techniques are overturn-

ing old truths. Previously wood containing papers

could not be used for certain applications, but to-

day they can compete with woodfree alternatives.

This was the result of a survey in which 200

respondents were asked to compare the per-ceived quality of an advert printed on two different

papers: GraphoInvent, a new uncoated, wood

containing paper from SCA, and a woodfree

uncoated paper in the high quality segment. Half

of the respondents chose GraphoInvent as the

superior paper, while only one-third chose the

woodfree uncoated paper. An expert panel was

also asked to evaluate the different papers, with

34 out of 38 respondents preferring GraphoInvent.

GraphoInvent has been developed for commer-

cial printing, catalogs and magazines.

New truthsabout paper


43/44

SCA HAS INAUGURATEDits first forestry and

versatility park. It is situated in Peltovaara in

northern Sweden. The park is part of a large forest

area with greater diversity than other forests and

covers 3,100 hectares. The initiative, a par t of the

companys nature and environmental work, is the

first in a series of parks to come.

Preservingnature

THE BABY BRANDDrypers

has launched a mobile

app that allows parents

in Malaysia to turn their

babys babble into musical

moments. The Drypers Baby

Babble Moments mobile

app is available for down-

load at Google Playshop for

Android smartphones.

Turn babble

into music

THE TRUTH,a humorous video

commercial made by SCAs feminine

care brand Bodyform, won the pres-

tigious Gold Lion award at the Cannes

Lions International Festival of Creativ-

ity in the cyber category. The video

has received more than 4 million views

on YouTube and has been featured in

newspapers around the world. You

can see it on YouTube: just search for

The Truth + Bodyform.

Gold Lionfor Truth tale

SCA SHAPE3 2013 43

FLATTENED TOILET ROLLSin a new

package from SCA save storage space

and improve the products carbon foot-

print. The new package, launched in

France, is a joint effort between SCA and

the retail chain Systme U. When theyre

unpacked, the rolls regain their normal

shape. The packages nearly rectangular

format optimizes pallet filling, reducing

transportation costs.

Squeezed

rolls in France


44/44

Feel free.Comfort and image go hand-in-hand. Thats

why our new high-end towels offer unequaled

softness for a better restroom experience.

Feel for yourself. Start a free trialat torkusa.com/feelfree

Documents

Shape Magazine 3 2013 - Focus on Water