I leaned in closer to read the sticker, annoying the people around me wanting to use the counter area. The sticker further said, "This sticker will save up to 100lbs of paper every year. Get yours at TheseComeFromTrees.com"
Since this sticker had indeed worked in my case, I felt compelled to Google the grass roots program. Their idea is that having the right message in the right place can make a difference. Their research shows that a single "These Come From Trees" sticker can save around a tree's worth of paper, every year and that more than 50,000 stickers have been distributed since 3/07. Some colleges and institutions have apparently purchased these stickers for their facilities, but most of the sticker placement is done by general people like whoever visited that Atlanta bathroom before me.
So, to pay it forward, I went ahead and purchased a 20 pack of laminated stickers for $5. I've already placed one at the Staples Center and hope to do so at other public places. It will be interesting to see if it catches on and if not, hopefully it stops a few people from grabbing that extra paper towel next time too.