INSIGHT: The most famous Christmas carol about trees is very outdated in its warm jolly lyrics - as compared to the situation of trees themselves.

SOLUTION: Completely rewrite 'Oh, Christmas Tree' to 'Woe, Christmas Tree'.

With new modified lyrics to describe the sad fate of trees, tragically influenced by illegal Xmas deforestation.

The song was interpreted by SYMBOL CHOIR (acclaimed both nationally and internationally - and particularly renowned for their carol singing).

The performance was done live on the stage of a sold-out Romanian Athenaeum, during their annual Extraordinary Christmas Concert.

Because the idea had to reach expats as well, the song was rewritten in 4 stanzas, each one adapted to the original lyrics of the carol in 4 different languages: Romanian, English, French and German.

The concert took place 2 weeks before Christmas. TV, radio and press covered the song and the topic as of the following day.

A video was also made for the song, shared online and replayed on national and regional TV.

National radio included the song in their regular day-to-day playlists, generating content during their DJ shows. Also, popular mainstream artists interpreted the song themselves and shared it from their studios.

Every 4th person in Romania was exposed to the campaign (5,000,000 people reached). The client's representatives were often called for interviews by several major TV and radio stations to further detail the issue.

Afterwards, Police intensified controls on illegal Christmas tree traffic, confiscating over 10,000 fir and spruce trees. Also, the National Forest Administration reported a 16% drop in overall illegal deforestation, as compared to previous year.