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PROJECT INFO

innocent support tree planting schemes in Africa and India
Posted: 08 October 2007

Buy One Get One Tree is innocent Drink's new campaign to support sustainable tree planting schemes in rural India and Africa.

Once a consumer has bought an innocent Buy One Get one Tree smoothie carton and registers on the microsite, funding will be provided to support sustainable tree planting schemes in India and Africa. Rural communities that plant the trees will receive income for 10 years for looking after the trees, and will receive training on sustainable agriculture. innocent aims to plant 100,000 trees during this promotion.

Soup has created the microsite which is the hub of an integrated campaign supported by on and offline advertising and a comprehensive PPC campaign. On the site the user sees that not only a real tree but a virtual tree is planted upon their registration. Virtual trees can have messages attached to them or notes can be sent to friends who can then locate the tree in a growing virtual forest.

The website also helps promote the innocent community and provides users with the opportunity to download widgets which they can upload onto blogs, websites and community sites. The widgets have been created with dynamic functionality displaying the number of trees that the user may have planted.

Importantly, innocent is working in partnership with Carbon Clear to plant the trees. Every unique code entered on the innocent site will be converted to investment in a tree in Carbon Clear’s dedicated reforestation projects in India and Africa.

As you can imagine, we are delighted to be part of such a wholesome and positive campaign.