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Reintroducing people to nature nearby, planting the seed of saving the planet

The challenge

Make the British public care more about deforestation in the Amazon rainforest, with a far-reaching activity from Sky Rainforest Rescue (a CSR initiative in association with the WWF).

Real World Thinking

We realised that the biggest barrier in this campaign was relevance; compared to other charitable causes like cancer or heart disease research, the Amazon is a long way down the list of most people’s immediate concerns. To care about anything far away you have to appreciate what’s closer to home so we rekindled their love for their local natural habitat, whilst educating them how they could help save the Amazon, over 5000 miles away.

The Execution

We worked with the Forestry Commission to create The Discovery Trails in forests across the UK.
Each trail featured interactive installations that explored links between the surrounding nature and the Amazon, and in doing so engaged people in a brand new way, which made them much more interested in the issues and inspired them to make real changes in their daily lives to make a difference.

Results
3 million+ walkers
+77% inspired to make life changes to help the rainforest
+61% felt tackling deforestation was more important than they had thought before
sky rainforest rescue discovery trails sense marketing
sky rainforest rescue discovery trails sense marketing
sky rainforest rescue discovery trails sense
sky rainforest rescue discovery trails sense
sky rainforest rescue discovery trails sense
sky rainforest rescue discovery trails sense
sky rainforest rescue discovery trails sense
sky rainforest rescue discovery trails sense
sky rainforest rescue discovery trails sense
sky rainforest rescue discovery trails sense
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