2016 EARTH DAY CAMPAIGN - #ROOTING4TREES - ECOKIDS
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2016 Earth Day Campaign #Rooting4Trees
Campaign Overview
#ROOTING4TREES
• On April 22, 2016, political leaders from around the world gathered in New York to sign the Paris Climate Agreement. At the same time, a
global network of Earth Day organizations joined forces to kick off an ambitious campaign to plant 7.8 billion trees — one for every person
on the planet — by 2020. To support this effort, Earth Day Canada launched its first ever crowdfunding campaign, #Rooting4Trees, which
saw huge momentum from people across the country pledging to help grow the global forest.
• The goal was to remind Canadians just how important strategic reforestation is, at a time when we are losing our tree canopy at a
devastating rate and climate change is an undeniable reality.
TIMELINE
• Launch April 1st 2016 - Visitors to earthday.ca were encouraged to participate in the #Rooting4Trees crowdfunding ‘pledge and plant’
campaign to help Earth Day Canada grow the global forest.
• April 1st – 30th Rooting4Trees “Crowd-planting” Campaign
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#Rooting4Trees crowdfunding
‘Pledge and Plant’ Campaign
PERKS TREES PLEDGED TREEHUGGERS TREE PLANTING
Multiple pledge levels, with All those who pledged one or
More than We received immense more urban trees through the
an assortment of perks 3,000 support from people campaign have been invited to
associated with each were Trees—both mature city across the country get their hands dirty and put
available as part of the
trees and forest saplings— looking to make a real those trees in the ground on
“Pledge and Plant” National Tree Day – Sept. 21st.
Campaign. were pledged by difference. We had so
individuals, schools, much traction on Earth Events in cities across the
community groups and Day, it caused our country are being organized by
Perks included T-shirts, our planting partner, Tree
corporate sponsors over website to crash
shout-outs in our Thank You Canada, and Earth Day Canada
video, a limited-edition print the month-long campaign. temporarily.
will be helping to organize this
of “Moose Proud” by artist effort.
Charles Pachter, and more.
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#Rooting4Trees crowdfunding
PERKS
Limited-edition print of “Moose Your name on the 25th Anniversary 2 VIP tickets to the Earth Day t-shirt and ‘swag bag’
Proud” by artist Charles Pachter Earth Flag 2016 Earth Day Gala including stickers and buttons
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Sponsorship Overview
#Rooting4Trees crowdfunding ‘pledge and plant’ campaign
• Some of our most significant pledges came from
corporate sponsors, including KPMG, Aramark,
Ardene, Morguard, Canada Bread and Moxie’s.
• Sponsorship funds supported the operations and
execution of the overall 2016 Earth Day
#Rooting4Trees campaign, along with a
guaranteed number of trees being planted.
• Ultimately, #Rooting4Trees ensured that nearly
10,000 tonnes of CO2 will be sequestered in the
coming decades, the equivalent of removing
1,500 cars from our roads.
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Win a $5,000 Forest Contest
A custom-designed forest for schools generously sponsored by CN
Thanks to generous support from CN, Earth Day
Canada ran a contest for schools across Canada,
allowing every pledge of $30 one entry into a
draw to win a custom-designed forest, valued at
$5,000.
This includes a site visit from a Tree Canada
Dunbarton High School, the “Greenest School on Earth”,
expert, a variety of native and mature tree species
picked the lucky winner selected for their ability to thrive in the school’s
surrounding environment, and a planting event
involving students, teachers and the local
community.
The winner was Rotherglen School, based in
Oakville, Ont.; they have graciously donated their
trees to the restoration efforts in Fort McMurray
Rotherglen School Outdoor Classroom
after the region was ravaged by fire in May, 2016.
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Earth Day Canada hosted a pop-up Forest Bathing Pavilion at its headquarters in Toronto. A fun and engaging way to educate the general public about the importance of tree planting and the healing benefits of forest bathing (a Japanese tradition also known as Shinrin-yoku that involves being among trees), it allowed visitors to relax in a clawfoot tub surrounded by native tree species.
Pop-up Forest Bathing Pavilion
Earth Day Canada Headquarters
Participants were encouraged to take selfies and share their photos on social media with the
#Rooting4Trees hashtag. Local eco-celebrities, including economist and author Jeff Rubin, former
Green Party leader Jim Harris, and MPP Cheri DiNovo, all came by to hop in the tub and show their
support.
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Campaign Impact
April 22 Media Coverage
TELEVISION PRINT
• Breakfast Television • Metro
• CTV Calgary: Morning Live • Globe and Mail
RADIO
• CBC Radio International
• AM800 CKLW-AM: The Afternoon News
ONLINE
• Globe and Mail Online
• Canada Helps.org, Canadian Nurses for the Health and the Environment
website, Essex Region Conservation Authority, Essex Region
Conservation Authority, Green Living Show website, Miik.ca blog, Biz X
magazine, Kidoons.com and Valleyevents.ca.
• The Weather Network
IMPRESSIONS
• Metro: 445,000
• Globe and Mail: 7.4 Million (print and digital)
• The Weather Network: 11.2 Million
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Online Activity
Website and Social Media Traffic
Online Activity: Earthday.ca
PAGE
SESSIONS USERS PG/SESSION AVG. SESSION BOUNCE RATE NEW VISITS
VIEWS
67, 019 57, 779 111, 115 1.66 1:37 68.63% 84.45%
Social Media – Facebook @EarthDayCanada / #Rooting4Trees
IMPRESSIONS POSTS PAGE LIKES SHARES LIKES COMMENTS
57, 480 41 1,563 372 422 16
Social Media – Twitter @EarthDayCanada / #Rooting4Trees
POTENTIAL
# OF TWEETS RETWEETS FAVOURITES MENTIONS
IMPRESSIONS
3, 600, 100 108 393 2,345 1,982
10Supportive Collateral
#Rooting4Trees Posters, Banners, and Images
11Supportive Collateral
Video Collateral
CAMPAIGN VIDEO COLLATERAL
#Rooting4Trees with Earth Day Canada
• A 3:15 minute animated video featuring Deb Doncaster,
President of Earth Day Canada, and animated character,
Chatterer the Red Squirrel, talking about the
#Rooting4Trees campaign and driving traffic to the campaign
website
• Video created in partnership with Kidoons.com
• https://www.youtube.com/watch?v=C5C2ynXEbas
Dunbarton High school video for Earth Day:
• A special Earth Day message from “The Greenest School on
Earth” and Win a Forest contest announement.
• https://www.youtube.com/watch?v=2GIkhCiHDv8.
Dunbarton High school Win a Forest contest winner
announcement.
• Students from Dunbarton high school were asked to draw
the winners of the Win a Forest for your school contest and
announce the winners.
• https://www.youtube.com/watch?v=X4DAbzo2bvs
12THANK YOU
For more information please contact:
Vanessa Farquharson
416-599-1991 Ext. 207
Vanessa@earthday.ca
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