Slow Moving Paper Towels, Infrared Lights and the Other Cost of Conservation

Mike Catherall
Rising costs in heat, electricity, gasoline and other fossil fuels have made it easier to take stock in the conservation of resources. As other resources such as water, timber and even oxygen become more scarce, their costs will rise, and the inclination to ‘waste not, want not’ will return even more. This is not really a positive model, in that it only strengthens the divide betweens the haves and have-nots,

But there is another cost. Time. It is something I have seen more and more, and it seems to be working wonders. In a fast-paced, time-starved, disposable-inclined culture, we have grown to expect our excesses instantaneously. But there are a few small inventions and concepts out there, that although seem to make little difference in the overall scheme of things, do offer an interesting model for responsible use of resources based upon a cost to our time.

Paper towel dispensers – You have all seen them, at least if you live in Vancouver, the slow moving, infa-red scanning machine that puts out one measly 12” X 12” piece of paper for you to dry your hands with. Admittedly, I was a 3-4 sheet user before, but that wait has really slowed me down. What used to infuriate me, made me eventually realize that it is possible to dry your hands with one piece of disposable towel.


Infa-red lights and water sensors – when you walk into the room, the lights turn on, when you stick your hands under the tap, they start. Brilliant! All that jumping around and clapping makes for some good spontaneous exercise as well.

Car pool lanes – if you have extra people in your car, you move at the speed limit. Otherwise you must wait.

Preferential parking for hybrid cars – there are always spots available, and if you actually pay less in Vancouver.

I'm sure there are others, if you find any, please contact me at mike@creativewonders.ca.
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Mike Catherall

Mike Catherall is the founder of Immersion Creative. 



The idea behind this Vancouver advertising agency is that the best solutions are often found by completely immersing the writer in a client's environment, to get a true feel of the business.

Working from within, Mike can produce everything from TV ads, to websites, to brochures, radio and ambient, all the while creating an online presence that will keep you on the first page of Google.

Mike is an award-winning English copywriter and columnist as well as a former Native English teacher. He has worked for some of the world's most prestigious agencies, including Ogilvy & Mather and Publicis on clients such as Disneyland, Mercedes-Benz, Citibank and Western Union.

For years, Mike worked as a copywriter in Hong Kong. He has also written novels, radio plays, children's books, screenplays, and more than ten blogs. He makes smartphone auto apps as well.

His adventures as an English copywriter can be found here. In his American Chronicle columns, Mike's focus is on sustainability advertising.

His current clients include mattress Victoria retailer, Mattress Choice, as well as CRNE prep course instructors - Primed Educational Associates and the best Vancouver mattress store, Simmons Mattress Gallery.

Immersion's other clients are: Vancouver West End Real Estate Agent, Anthea Poon, Mountain bike armour for Iron Mountain Wear, Vancouver Baby Photographer, Petite Reverie and Gibsons Bed and Breakfast A Warehouse Hide-A-Way.

To find out more, visit Immersion Creative, or call 604 537 1874.

Mike supports the Earth Rising Foundation and cancer-fighting Radiochemistry as performed by the Lapi Lab.

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