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American Forest Foundation Personifies Twigs to Highlight Nature's Profound Connection with Humanity

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Sustainability agency KSV uses creativity to boost the foundation’s donor base for the good of the planet with new social media campaign expanding support for America’s family-owned forests
American Forest Foundation Personifies Twigs to Highlight Nature's Profound Connection with Humanity
The stakes are extremely high for KSV’s first campaign for its most-important client: Mother Earth. The world, literally, depends on the success of its Like Trees campaign for the American Forest Foundation (AFF) which uses twig stick figures to illustrate the profound connection humans have with trees. And the immense danger facing both.

The vibrant sounds of birds chirping are quickly replaced by the crackling of fire and the roar of rain as the twig stick figures – created in partnership with London-based mixed media artist Chris Kenny – struggle to stand their ground. As the twig stick figures that seemed joyous on a sunny hike appear skeletal while being ravaged by fire, viewers are reminded that the single greatest challenge of our time is our rapidly changing climate. Deeply dependent on each other, consumers are told that the single greatest solution to climate change is caring for our forests. And that supporting AFF is a great way to do that.

“We’re in the midst of a giving season like never before. We’re being encouraged to stay home due to Coronavirus concerns and are facing new political, economic, and social disturbances by the day,” said KSV chief creative officer, partner, Kevin Willard. “The campaign aims to show that like us, trees are in trouble. And that if we can protect our most powerful resource against massive threats, they will protect our existence too.”

It's going to take a ton of teamwork and financial support to restore the health of our forests and protect them for future generations, in addition to an expanded ecosystem of givers. With Giving Tuesday just behind us and climate-related crises generating headlines every day, AFF is working to ensure that this momentum continues in order to help family forest owners care for their land.

Families own the largest portion of U.S. forests, more than the federal government or corporations. In fact, more than 290 million acres of our nation’s forests are owned by families and individuals. Yet only 20% of landowners – many of whom inhered their land – have ever received professional assistance from a forester. AFF works to create opportunities and resources for these landowners so they can protect the forests we all depend upon.


“Diversifying AFF’s donor base is the path forth,” according to KSV CEO, partner, Erin Fagnant. “There’s a huge opportunity to expand the targeting to those who care about the environment on a personal level. AFF needs the longtime environmental advocates who have long embraced sustainable brands and the weekend hikers and bikers.”

Turning appreciation of nature’s beauty and tranquility into activism is the goal. With Gen-Zers hungry to make the world a better place and millennials determined see the impact of their donations, AFF is striving to deliver more help to the families who own more than one-third of U.S. forests.

During the six-week social campaign, consumers will be guided to the client’s landing page where they can easily make donations. “Thanks to Chris Kenny’s twigsaints and the fact that he carefully packaged and shipped 15 of his creations to us across the pond, we were able to humanise trees and the threats they’re up against,” added Kevin. “The health and wellbeing of our nation’s forests impact all of us and we so hope this broader message resonates with the general public.”

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Categories: Environment, Corporate, Social and PSAs

The Marketing Standard, Wed, 16 Dec 2020 11:57:20 GMT