/
1
2
3
4
·
·
·
·
Friends of the Urban Forest Tree Adoption Integrated Campaign
Role: Ideation and copywriting
Need: Friends of the Urban Forest wanted to spread the word about their cause to repopulate San Francisco with nature. Anyone could volunteer to help plant a tree around the city, making it a more beautiful and healthy place to live, one plant at a time.
Approach: Make it personal. We wanted to empower San Franciscans to put making their city beautiful in their own hands.
Execution: A direct mailer that provided instant satisfaction by growing a tree upon opening, and swag including a color-changing mug that revealed a tree when hot liquid was poured in. Our Banner takeover Both led to a site that furthered the personalization approach. Users could not just sign up to plant a tree, but adopt plots and individual trees. We gave them personalities and allowed users to track their growth, giving longevity to their efforts increasing ongoing pride in their choice to be a Friend of the Urban Forest.