The HHRC&D "Plant A Million" Campaign

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Client:

Hoosier Heartland RC&D

Overview:

Hoosier Heartland was preparing to launch its Plant A Million project, a 10-year, multi-million-dollar initiative to plant more than 1 million trees in central Indiana’s urban landscape. Following an extensive selection process, BlackBox Creative was selected from among numerous design and advertising agencies to develop a strategy for introducing the community to the project, which would provide public health and environmental benefits for generations to come. The multi-year project's primary objectives were to educate people about tree benefits and management and to ensure that the citizens within the 10-county area planted more than 1 million native trees.

Strategy:

BlackBox Creative kicked off the communications campaign with the development and release ofYour Yard, Your Trees: A Home Owner’s Guide, a hands-on educational publication highlighting the benefits of treeplanting.

Results:

The initial print run of 13,000 guides received an instant and overwhelminglt positive response from the commity and has become a prefered educational resource for select schools and statewide universities including; Purdue University and Maryland University. Sale of the publicaton has helped raise additional funds for the Plant A Million campaign. BlackBox Creative is currently working with the HHRC&D to develop a follow up publication titled Your Yard, Your Shrubs.

During the past 5 years (of the 10 year initiative), the Plant A Million campaign has grown to become a fully integrated campaign including billboard, interactive, print, and exhibit display. The numbers don’t lie: in its 5th year, more than 600,000 trees have been planted in central Indiana.

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