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Flora Musica

Awareness campaign for WWF

How to give a voice to the forest.

Objective & goal

"We actually thought we wouldn't have to tell anyone else how bad things are for the forest. Well, I guess we do: we need to draw attention to the issue and encourage people to stand up for the forest."

Insights

When do you really stand up for something? Exactly, when it means something to you. When you build an emotional connection. When an everyday issue becomes something special again.

The idea

To hear the forest with different eyes: We bring people into the forest with the help of music and make it become something special again.

The Implementation

For the campaign, an anthem for the forest is created in cooperation with Cassandra Steen. Best of all, part of the revenue generated by the song goes to forest conversation projects. To top it all off, we make the leaves dance. How? With a cozy forest concert in the 'Forest Botanical Garden Eberswalde'. On stage: Cassandra Steen. In the spotlight: the forest. To win tickets for the concert, the community shares their best forest moments with us via video and uploads them to the central campaign landing page. The best clips will also be part of the music video for the forest anthem "Haven" by Cassandra Steen. And after the concert, the campaign goes into overtime: An after movie stages the best moments of the event once again and makes an eye-catching appeal for donations.

Media

  • SOCIAL MEDIA ADS
  • MUSIC STREAMING
  • YOUTUBE ADS
  • MICROSITE
  • CLIPS
  • PR
  • EVENT

 

Small but magical – that describes the exclusive concert with Cassandra Steen in the ‘Forest Botanical Garden Eberswalde' pretty well. The decoration in boho style, the atmosphere cozy. And in addition to music, there was also concentrated forest knowledge from experts from the WWF.

With such an important topic, information must not be neglected. Via a campaign landing page, we provide information about the situation of the forest and what needs to be done to improve its future. Via social media ads, we bring the target group to the page and also provide them with all the information about the concert, anthem and competition.

Online news platforms, radio and even ZDF reported on the campaign. It’s nice to see the forest getting the attention it deserves.

The result

The attention is also noticeable in the numbers. However, one thing must not be forgotten: The commitment of the community is what made this campaign special. More than 700 supporters shared their most beautiful moments in the forest with us – and that within only two weeks.

700

Videos submitted

80k

Interactions

30M.

Range out of home

3M.

Range of online communication

2M.

Range of the ZDF program "Leute Heute"

500k

Range of local reporting

Interested?

Bold ideas are like bold people: they remain engraved in people’s minds. Are you bold enough for bold ideas?

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