The forest is too far away to care about and it's hard to feel anything for a faceless tree. And with the media saturated with global warming issues how do we stand out and make an emotional impact?We started by giving the website an easy, friendly non-public service like personality. Simple art direction, a naive charm and cute adorable characters, no lectures, no information overload and no doomsday predictions. An emotional name and a game like virtual tree planting engages people. The virtual tree becomes a real one in Sebangau, Kalimantan thanks to WWF and a small fee. But the emotional connection with your baby tree doesn't stop there. Using geo-tag technology, shozu and flikr, pictures are uploaded once your tree is actually planted and you are sent a KML file with the exact location of your tree on Google Earth and your personally named tree in the forest.

In a very short time it's had over 3,000 hits, 1979 trees have already been planted and named. The numbers grow everyday. The return on investment is ridiculously high. It's a self sustaining system - the cost of a tree online also covers land, nursery, and care from local communities.