The Guardian Life Insurance Co. of America launched a campaign focusing on its self-service benefits website, Guardian Anytime, to help brokers, employers and employees access benefits tools and service while at the same time reducing their carbon footprint.

The campaign includes advertisements and marketing materials, mostly in electronic formats, encouraging the use of Guardian Anytime. The insurer recently began rolling out a program to encourage planholders to access bills and benefits booklets solely online in order to promote the use of online service, reduce paper and streamline processes while enhancing service levels, according to the company.

“Less time spent on benefits administration adds up to time employers can focus on more strategic and revenue-generating activities, and Guardian strives to help businesses large and small achieve it,” said Elena Wu, Guardian’s group marketing and worksite officer, in a statement. “While there is a bigger push today behind environmental issues, it is still difficult to change behavior strictly around green initiatives …It is important for insurance marketers to tout not only environmental advantages, but also cost-saving and time efficiencies that are significant benefits of advanced enrollment technology and benefit portals.”