The rainforest is being cut down, but no one wants to hear about it anymore.

The idea: We gave a voice to the wood, with a record from a tree trunk. On this record, the tree tells his story and he calls for support for himself and his environment.

To spread the voice, the records are then sent to national and international musicians. Via their social media fan bases we were able to reach over 10 million people – with no more than 50 records.

The WWF did not have a huge media budget for a big campaign. To reach as many people as possible and attract their attention without any media budget we convinced multipliers of the idea: National and international musicians. With their help we could reach millions of people. But famous musicians are not that easy to reach – or to engage in an unpaid campaign. The idea was to give them something unique. Something they would love to have–and share with their fans and followers.

All activities connected to the record lead to a Microsite that was published on social media.

The records were sent to 50 famous musicians and 8 radio stations (e.g. BigFM – 389000 listeners per hour). With their help we reached 10 million Facebook fans, followers and listeners. Blogs and the media quickly picked up the idea since the voice of the wood inspired musicians and DJ’s all over the world to play the record, to mix the track or even to write new songs.

The project proved to be one of the most successful initiatives of the WWF. The total costs are amounting to €15,000. Thus the costs per contact are less then €0.0015.