Deforestation continues to have an extremely deleterious effect on our climate. It accounts for at least 15% of global emissions, and the decimation of tropical rainforests, which remove more carbon from the atmosphere than any other ecosystem, further compound the negative impact. At present, there aren’t enough people who care about deforestation to make an impact. For most people, endangered trees in rainforests are worlds away from their daily lives - both physically and psychologically.
In November 2017, global leaders will convene in Marrakesh for The United Nations Climate Change Conference, a highly anticipated meeting where we, as a global community, have a fighting chance to make a difference. The climate movement is now operating in overdrive in the run-up to this event, and is working to mobilize the public around a few more important initiatives to push leaders to take concrete action. If we can activate and organize tens of millions of Americans to take action and petition their leaders to enforce the NY Forest Declaration, we can stop deforestation by 2030.
I designed three campaign directions to mobilize public engagement with this issue:
A World Without (Trees), A World of Difference, and Thanks, Rainforest.
A World Without (Trees)
The problem of deforestation seems a world away from most people’s daily lives. To bring it closer to home, we’ll make them see the world in a way they never could have imagined.
Delete the Trees
We’ll make the problem harder to ignore by helping people imagine it affecting their world. How? By creating an Instagram ‘bot’ that will delete the trees from users’ photos, then tag them in their new portrait on our page. To extend the reach of this campaign, we’ll enlist popular travel influencers to delete the trees from their regular Instagram content and encourage their fans to sign the petition. Instead of the expected scenic yoga-on-a-mountaintop photos, fans will be shocked to find them doing downward dog on a decimated hilltop instead.
More than Meets the Eye
To literally put the problem of deforestation in front of people, we’ll work with a VR artist to install tree-less images inside of viewfinders at national parks and landmarks. We’ll catchpeople’s reactions on film as they compare the view with the reality of what’s in front of them. The film will be used as social content, driving people to the petition site to learn more about the campaign.
Off the Face of the Map
To create a buzz, we’ll partner with Google maps to delete trees from within its API for Earth Day. On that day, people will discover their world as they know it looking unmistakably different.
A World of Difference
Trees mean the world to us—even though it’s easy to forget it. To help people remember how important trees are to them, we’ll bring them back into people’s lives in unexpected ways.
Transform Your World
There are places in the country where trees would make a world of difference to the people living there. We’ll turn a once-treeless street into a lush environment in a massive overnight stunt that demonstrates the emotional effect that trees can have on people. As residents walk out the next morning, we’ll film their reaction.
We can also extend this stunt to office buildings, malls, and transportation centers — capturing people’s amazement as they witness the transformation for the first time.
These films will be used as social content to drive people to the petition.
Concrete Jungle
Trees can transform a city of cold concrete into a place that feels more liveable.To make people feel the difference, we’ll turn the cityscape into an immersive landscape through the magic of projection mapping. Walls, scaffolding, and sidewalks will become the backdrop for stunning jungle scenery. Passersby will be reminded of the beauty of these distant places and the urgency of saving them.
For daytime visibility, we’ll commission notable street artists to make rainforest murals above and below ground.
Artwork will include the petition site URL and a snapcode for people on the go. Those who capture it will discover exclusive content on our snap channel: behind-the-scenes with rainforest researchers, deforestation facts, and CTAs to get involved.
Urban Oasis
To help people who have never been to the rainforest establish a more personal connection to it, we’ll create AR ‘portals’ in cities around the country. Passersby will discover otherwise unassuming doors marked with the name of a rainforest, ie. “Cloud Forest, Ecuador”. Upon entering, they’ll find themselves surrounded by tropical vegetation, mist, and bird songs. After taking a walk through the park in AR, they’ll be invited to sign the petition.
The VR goggles could also travel to offices and schools, bringing a renewed appreciation of the rainforest to parents and kids.
Map of Memories
Trees mean much more to us than we often realize. To make people think about the difference trees have made in their lives, we’ll give them the opportunity to dedicate a tree in our map of memories. From our microsite, people can tag a tree, a park, or a location on Google Maps that has personal meaning to them. They’ll then be encouraged to sign the petition and share a picture of their dedicated tree on social.
Website: Sign to Save
To make people feel like they are making a tangible difference, we’ll turn our petition site into a live visualization of collective action.
Upon landing on the page, a background animation mirrors the rate of deforestation (1 acre disappearing every second). As a user scrolls down the page, the animation slows until they reach the petition section of the site. Here, new vector trees are springing up one-by-one, representing the contributions of people all over the country in live-time. After signing the petition, a bright green tree sprouts with the user’s name on it.
Thanks, Rainforest
We think we’ve evolved past the point of needing nature, but the truth is, we wouldn’t have gotten this far without it. By showing people just how many of the things they have are thanks to the rainforest, we’ll help them understand how much we need it.
Rainforest Effect
We can’t imagine life without most of the amenities we take for granted—what did people do before modern medicine was invented, anyway? We’ll demonstrate that all the weird, irrelevant stuff you associate with the rainforest is in fact, quite relevant to you after all.
Using a famous comedian as our host, we’ll create a series of social videos that illustrate the connection between the crazy creations of nature and our daily lives.
Example:
The [pic of rainforest] gave us this scary guy [pic of pit viper], which helped us create the blood pressure meds that are keeping your pops alive [pic of grandpa]. Thanks, rainforest.
Tagline: You’ve got lot to thank the rainforest for. Show it how much you care: [sign the petition]
Rainforest Remedy
The rainforest is amazing. It’s given us more than most people really know. To point that out, we’ll find people on social media complaining about everyday problems that the rainforest has a remedy for. “The Rainforest” will wryly reply that it has, in fact, provided the very solution they need.
Example:
Mom: This diaper explosion is unbelievable. I know this kid is cute, but man, nature is gross. #wow
Rainforest: Get yourself one of those diaper creams with the Babaçu oil. They’ll sleep like a wee babe. If you want to say you’re welcome… [link to petition]
Role: Concept, Copy
