CHALLENGE

OPEN magazine decided to take the country on a tree plantation drive. Mainly because as an offline paper magazine, it had a huge responsibility to give back what it had taken from the environment.

IDEA

A wacky viral titled 'Trees can’t do' it was released on 5th june 2012, World Environment Day followed by a print campaign and loads of on-ground activity across various colleges, offices and parks. The viral showed the trees ‘doing it’ and the female tree getting pregnant and delivering a baby tree with a message in the end saying “Trees can’t do it. You can help”. Plant a tree today.

RESULT

Almost 400,000 views were recorded on youtube. Top social networking sites were set abuzz with comments, discussions and debates. And most importantly more than 5,000 trees were distributed and planted at various colleges, offices and parks. People from all walks of life joined the cause. Even the RJs couldn’t stop talking about the campaign. More than 7000 people joined OPEN’s effort on Facebook. And in just 30 days, the subscription for OPEN went up by 50%.

On 5th June 2012, World Environment day, the wacky video went viral. It showed the trees ‘doing it’ in provocative postures and the female tree getting pregnant and delivering a baby tree in the maternity ward with a message saying “Trees can’t do it. You can help”. Within no time people from all walks of life started joining the cause. All the tools and tactics including the viral video, tree plantation drive and tree sampling went exactly according to the plan. Even the mention from famous RJs on various radio channels helped us spread this PR initiative. The PR plan was scheduled and executed to perfection. OPEN magazine was pleasantly surprised with the level of participation that it witnessed throughout the activity. We all know that any PR activity is good only when it’s executed perfectly and garners great word of mouth for the cause and the brand.

The results were overwhelming. More than 400,000 views were recorded on YouTube. The top networking sites were set abuzz with discussions and debates. More than 400 tweets were recorded by 1,383 followers. Even on Facebook, more than 7,000 people joined the cause.

The 'Trees can’t do it' campaign even helped the OPEN magazine significantly. The subscription numbers went up by 50% in the month of June. More than 5,000 trees were planted and the activity was concluded on 16th September which was the World Ozone Day.