Rainforests, wherever they might be, act as the lungs for the entire earth by reducing carbon emissions. But barely three remain in the world. With over 361 newly discovered species the rainforest in Borneo is one of the most important centres of biodiversity in the world. But 2 football fields of it disappear every minute! While there is a lot of talk, there is very little action. Apathy, laziness and not knowing where your money is going are big barriers. How can WWF Indonesia raise awareness and get people to claim back the forest by buying one tree at a time?

To get people to care about a faceless tree in a faraway forest at 5$ a pop not easy. Planting trees is not new but we could use the power of internet and new technology to make a unique one on one impression.mybabytree.org. Humanised the trees through adorable animated characters, making the process interactive and fun - choose what tree you want and like a cute online game plant a virtual tree. Once you pay online, it comes to life in the jungles of Borneo. Added incentive-using geotag photos, shozu,flikr, you can seethe exact location and real time photos/proof on Google earth. It really is 'your' baby tree because your name appears on it!

The sweet emotional approach and the fact that you could see exactly where your money was going really connected with people. Countless free media impressions on top channels and publications, top stars came out in support of the cause for free, thousands of rave reviews globally from Japan to France -comments, links in blogs, from social networking sites to technology blogs, environmental blogs plus headlines in the official Google blog, yahoo news. In a very short time over 3000 hits, 500 trees have already been planted and named. A video about it on YouTube -6000 hits. ‘The return on investment is very high and so many people are buying 5-6 trees each!' says Mr. Nazir from WWF and the numbers keep growing everyday.