Our idea is based on the power of surprise and the fact that we know the people who make up the majority of our target audience. We thought that reaching them on a website that they wouldn’t think will meet us, with a really platform-specific idea is one of the best ways to communicate the cause we stand for to them. Climate change is a serious problem, but as many wise people before us said, a little bit of humor can solve a lot of them, so that’s why we created our movement called TreeSum.

The name by itself raises the attention of almost anyone, but we wanted to make sure that anybody understands the meaning, so we backed it up with a powerful headline that could become one to remember, and also used on social media platforms.