The Green Future as a Gift – with The Generation Forest Christmas Campaign

Background and Challenge

The pre-Christmas period is characterized by heightened charitable giving: Many Germans increase their support for worthy causes, back social projects, and increasingly choose sustainable alternatives when gift-giving. The Generation Forest recognized this unique opportunity and sought to harness growing environmental awareness to inspire people toward concrete climate action. The challenge lay in positioning cooperative shares as meaningful Christmas gifts while achieving an ambitious goal: reforesting one additional million square meters of permanent tropical forest by year-end.

Approach and Realization

In winter 2021, we developed the campaign "This Christmas, I'm investing in a green future – with a gift that grows beyond itself" together with The Generation Forest. The centerpiece was a specially designed landing page that clearly presented all relevant information and featured an interactive barometer visualizing campaign progress in real-time. We complemented this with targeted social media activities on high-reach platforms and strategically placed banner advertising in environmentally-focused online publications to optimally reach our target audience.

Results

The campaign enabled The Generation Forest to achieve its set goal of reforesting an additional 1,000,000 square meters of permanent tropical forest in Panama. This initiative can bind an additional 2,000 tons of CO₂ from the atmosphere annually – a measurable contribution in the fight against climate change. Simultaneously, we succeeded in raising awareness for sustainable investments and successfully establishing cooperative shares as forward-thinking Christmas gifts.