Carbon credits are being positioned as investment opportunities to increase their attractiveness to consumers. The fine print on the EcoTree website says that investors get their ROI at the end of the life cycle of the acquired tree, with some trees living up to 80 years! The truth is that any rational consumer can see that carbon credits are not really a great investment opportunity financially. Trying to convince them otherwise loses trust and erodes our credibility.

Our creative idea was to take a humorous and honest, authentic approach by admitting that this is a bad investment if you look at it from a financial perspective instead of a humanitarian one. We grabbed their attention with the shock tactic of openly trying to sell them a BAD INVESTMENT, and then once we had their attention, reminded them that their real yield is saving the environment, making it their #BestBadInvestment ever!