Do the Green Thing's latest issue features a ton of new Paula Scher work

Back in 2007, Pentagram’s Naresh Ramchandani decided to launch a publication with a serious, and seriously useful, message. Do the Green Thing, as the name suggests, tips it’s eco-friendly hemp hat toward the necessity of making sustainable choices as desirable as possible, through the use of compelling creative work that has been rigorously researched, argued originally, and made vivid through illustrations, films and campaigns.

The latest issue – the publication’s tenth, titled Nice ad, shame about the planet – sees a particularly persuasive editorial (penned by Naresh himself) paired with some all-new visual work by It’s Nice That favourite Paula Scher. The Pentagram partner has produced a series of contemporary warning labels, that the studio themselves describe as “the twenty-first century equivalent of Smoking Kills.”

Naresh’s piece, which discusses whether products that are harmful to the environment should be allowed to publicly promote themselves, has got everyone at It’s Nice That thinking very, very hard about their own patterns of consumption. And climate change. On a Monday morning.

You can check out some of Paula’s funny-but-serious work from the issue below.