DISPOSABLE FOREST
OGILVY BEIJING, Beijing / GREENPEACE / 2011
Overview
Credits
Overview
ClientBriefOrObjective
The target was everyone that uses disposable chopsticks, along with restaurants that supply them, and of course the media that could amplify the message.The strategy was to have an event get media attention and spread the word of how the use of disposable chopsticks is needlessly destroying China's forests.As Greenpeace often uses strong visual storytelling in their messaging, this idea fit right into their brand.
Effectiveness
In the first two weeks over 100,000 people pledged, at the event and on the Greenpeace mini-site, helped by a surge of Weibo (China’s Twitter) uploads, encouraging many more to sign on. Posters spread the word and convinced restaurants to make a change.As a result, 2,000 (and counting) restaurants across greater Beijing have replaced their disposable chopsticks with permanent-use ones.
Implementation
A ‘Disposable Forest’ was placed in a popular Beijing shopping area. Greenpeace handed out permanent-use chopsticks and encouraged people to make a pledge not to use disposable ones. Then people made a pledge by way of signature at the event, uploading their pledge to their Weibo account (China's Twitter) or going to the website to sign on.
Relevancy
Taking used chopsticks and turning them back into trees was an innovative way of telling the story of how the forests are being destroyed needlessly. The 'Forest' was both beautiful and eerily frightening, making the first impression of the creation strong and memorable.
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