Подаруй ялинці життя
Подаруй ялинці життя DIGITALLY ABOUT VITAL THINGS

This is a special project for us. Why? Because we were able to combine everything in it - a global, in our view, problem, enthusiastic audience, creative idea, unconventional mechanics, New Year's magic and most importantly - the result.

Problem
  • From 2008 to 2017, 4.03 million hectares of forests were cut down in Ukraine, while only 526.6 thousand hectares of plantations were restored.
  • Over the past 10 years, about 200 thousand more hectares of forests (+5% of those cut down) have died for other reasons: from fires, pests, windbreaks, as well as from the poachers.

Ukraine suffers from illegal logging, especially in its western part. In addition to logging for commercial purposes, every year on the eve of the Christmas holidays, among the trees grown in nurseries specifically for this purpose, "smuggled" trees without tags barbarically cut down in the Ukrainian forests emerge in the official and "not so" Christmas tree markets. Usually, these are the most beautiful young representatives of the forest.

Here's a little background information: conifers - spruces and pines - are the only year-round 24/7 “generators” of oxygen. They grow to the size of 1.5 - 2 meters (and this is the most “popular” Christmas size) for 15-20 years. And then bam! - and within a month they die under the glistening tinsel. Moreover, in the expectation of a quick profit, these forest beauties are cut down quite a lot - so that already on January 1 the “excess” is lying on the dirty asphalt of the empty Christmas tree market.

And while, unfortunately, we cannot influence imports and construction, we decided to intervene in the situation of the New Year holidays. After all, if we do not buy a live Christmas tree for the New Year, then gradually over time, demand - dictating the supply in the market community - will minimize the supply of Christmas trees.

5 000 000

spruces are cut down in Ukraine every year for New Year's celebrations.

1 770 000

spruces remain unsold and are thrown in landfills each year

What did we decide to do?

And while, unfortunately, we cannot influence imports and construction, we decided to intervene in the situation of the New Year holidays. After all, if we do not buy a live Christmas tree for the New Year, then gradually over time, demand - dictating the supply in the market community - will minimize the supply of Christmas trees.

We decided to act differently!

To show that the New Year is a holiday of families, friends, colleagues. A holiday that unites us. Around the Christmas tree with lights? Yes! But what's important in this unity is the atmosphere, fun, friendly laughter! And the Christmas tree can be anything: it can be made out of books, pasta, hangers, cardboard.

02.11.2018

It was a cardboard Christmas tree (decorated with garlands by the way) we offered to make for all the participants of the project. And thus support our initiative by sharing information about it in social networks. Social responsibility was the obligatory condition - everyone who supported the project took the obligation not to buy this year's live Christmas tree.

02.11.2018


What we did:
  • Hashtag #give_Christmastree_life
  • Promo site, which automatically counted all reposts and hashtags on social media. Which equated to potentially saved Christmas trees.
  • Video. That's a separate story. The children of our employees were filmed in the videos, all the Christmas trees were made from recycled cardboard and painted by our employees themselves.
  • We involved partner companies in the project.
  • We made a postcard template and made it freely available. Now everyone could download it and brand it to their company.
  • We created a set of stickers for Telegram to congratulate friends, cheer them up and remind them that a good company and Christmas trees in the messenger are totally enough for friendship and good New Year`s mood.
  • We held a series of PR activities


RESULT

38

Ukrainian and international participating brands

36 115

saved Christmas trees

59 706

hashtags

25

high real blue spruce planted in Shevchenko Park in Kyiv

22

mentions in the media

But the most important result for us is that all of our employees stopped buying live Christmas trees on New Year's Eve! Isn't that a success! And we encourage anyone who has ideas of their own or wants to support our existing one to write to us. The New Year is just around the corner!

Let's help the forest beauties stay in the woods!

 

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