my tree, our forest
Who doesn’t love free trees?
My Tree, Our Forest turned that simple idea into a nationwide movement - 300,000 trees, hundreds of stories, and a whole lot of muddy boots. Delivered with Coed Cadw, the Welsh Government and the National Forest for Wales.
At my last agency, I helped shape and deliver a bilingual national tree giveaway that invited communities across Wales to do something simple and lasting for our Wales - plant a tree.
After testing three creative routes with focus groups, we developed a flexible brand that sat comfortably alongside Coed Cadw, the Welsh Government and the National Forest for Wales - with the aim of encouraging everyone in Wales to claim their free tree and plant it as part of the National Forest for Wales.
One of the most meaningful strands grew from a partnership with the Football Association of Wales, encouraging fans to plant trees for loved ones no longer with us since Wales last reached the World Cup. We even brought in Scott Quinnell to lend his warmth and humour to the Plant a Tree for Me film - turned around in just nine days - which sparked a 35% lift in engagement.
Alongside broadcast features, regional case studies and a steady drumbeat of bilingual social content, we worked with partners, schools and local groups to make sure the campaign reached right into communities - not just the big cities, but the smaller places too. Proper community work. By the end, 300,000 trees had found new homes across Wales.
The campaign later went on to win Gold at the 2023 CIPR Pride Awards for Environmental Campaign - proof that when collaboration takes root, good things grow.