In a world filled with information on making sustainable choices, it becomes challenging for individuals to take action and measure their personal impact. EcoTree, a leading provider of Natural-Based solutions in Europe, develops opportunities for everyone to engage in the protection, management and restoration of ecosystems. One of these solutions is the verified carbon credit system.

While carbon credits are a fantastic system, they remain unfamiliar to the general public. The concept is seen as complicated, difficult to understand, and primarily associated with corporations.

Brief was to come up with a creative PR campaign that launches EcoTree’s carbon credit offering to individuals. Instead of using scare tactics the brief was to communicate that EcoTree offers a tangible, immediate and impactful way to engage in the fight against climate change.

Objective is to raise awareness on the carbon credit system for individuals in order to boost commercial traction and customer engagement.

While the carbon credit system is an effective tool to combat climate change, its benefits are not apparent to individuals due to lack of tangibility and instant gratification. To address this, we offer individuals who invest in carbon credits an immediate and tangible bonus: exclusive access to Mother Nature's OnlyFans account.

We’ll hire an OnlyFans content creator to publish sensual content made together with nature. Users can opt for monthly subscriptions or make a one-time purchase to receive a piece of content. Nature of the content depends on the investment.

While unconventional, utilizing OnlyFans provides a strategic advantage in reaching our target audience of males aged 25-55. Statistics from OnlyFans reveal that 87% of subscribers are male, 97% are under 55 years old, and 50% fall within the 25-55 age range. This innovative approach bridges the gap between sustainability and personal satisfaction, encouraging wider participation in the carbon credit system.

We’re exposed to hundreds, even thousands of stimuli every day, from ads to Tiktoks and Slack notifications. And let’s not even get started with the amount of brands who push their sustainability agenda to us.

To break through the noise we utilize a strategy called a trojan horse. A disruptive idea that steals the spotlight, giving us a momentum to share our key message: EcoTree offers a tangible, immediate and impactful way to engage in the fight against climate change. In this case the trojan horse is EarthlyDesire.

To reach our target audience of urban climate conscious male individuals in the age range of 25-55 we target a wide range of media with our message. We get the buzz going on by sharing our recruitment ad on social media. We then use the virality to grab the attention of traditional media with a carefully crafted press kit explaining the campaign.

PR implementation comprises two phases: content creator recruitment and EcoTree taking over OnlyFans, all within a month. First phase lasts for approximately three weeks and the second phase approximately one week.

In phase one, earned social media plays a pivotal role, as applicants submit public application videos, generating earned social media hits.

Phase two focuses on targeted traditional media. Leveraging EarthlyDesire's social media virality, we communicate the campaign extensively to European and global media outlets.

In practice, we prepare a comprehensive press kit, including a press release, editorial images, PR videos, Q&A, and an EcoTree fact sheet.

In addition to the press release being distributed widely we leverage EcoTree's media contacts and handpick up to 50 journalists based on their interests. Personalized approaches ensure tailored engagement to cater to each journalist's needs.