Cannes Lions

TREE PROTECTION ORGANISATION

REDIFFUSION DYR, Bangalore / BANGALORE ENVIRONMENT TRUST / 2008

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OVERVIEW

Description

Bangalore Environment Trust wanted to raise consciousness among people about the recent massacre at India’s Garden City, Bangalore. In the wake of progress and development, almost 1,500 trees were felled. Each tree was approximately 100 years old.The brief was to sensitize people to the pain of felling trees.Mobilise mass to take preventive action against it.Reinforce March 21st as World Forestry Day.

Execution

RUDALIS, a community of professional mourners that hails from Rajashthan, India, exemplified that 'trees are living beings' on 21st March, (World Forestry Day) at a busy market street in Bangalore, India.

The dead tree thanked every individual reader for attending his funeral through an obituary note. 200 saplings were distributed among concerned citizens during the event with a sticker that introduced the plant as an individual.Members of general public were asked to ‘report attempts to kill trees’ to facilitate transplantation. This participation was made easy and prompt through effective web tools.

Outcome

All leading Newspapers and TV channels shared voice, across languages.People logged on to report attempts to kill at www.bngenvtrust.org Bangalore Municipal Corporation stepped forward and joined hands with Bangalore Environment Trust and prominent builders to support transplantation.600 mature trees were transplanted across Bangalore. Not killed.Thousands of saplings were planted the very next week after the activity.Shopkeepers and other business establishments adopted trees in their closest vicinity.

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