On 21st of March 2016, Forest-PLUS launched a campaign to celebrate the International Day of Forests in India. “Forest Are Life” was a major outdoor media campaign covering more than 300 media sites across three metropolitan cities namely New Delhi, Mumbai and Bangalore. The campaign creatives were developed and generously provided by Vertiver. The campaign messages and creatives were displayed in partnership with outdoor media partner JC Decaux.
The creatives for the campaign were based on traditional Indian art styles that highlighted the importance of forests and the ecological services provided by them. It was highly appreciated because of the integration of Indian design sensitivity in the creatives. It captured the attention of a large number of audience from various walks of life. The campaign messages were presented in three different languages namely Hindi, Kannada, and English. Owing to the relevance and the impact of the entire campaign, it was extended from the initially planned period of two months to six months.
Based on previous year’s success, Ministry of Environment and Forests (MoEFCC) and Forest-PLUS jointly relaunched the campaign in 2016 on the International Day of Forests in the presence of senior officials from the government and members of the industry. Further, the Ministry also organized a forest walk in New Delhi with Honourable Environment Minister, Shri Prakash Javadekar, and published a quarter-page advertisement in leading national newspapers. MoEFCC involved Forest-PLUS partner IORA in organizing these two celebrations and again borrowed campaign material from Vertiver.
The celebration of International Day of Forests is a key success story for Forest-PLUS. It has institutionalized the celebration to mark a day of international significance in India, that was hereto never commemorated at such a large scale by the government. It also spread awareness among people and helped them understand the significance of forest conservation and enhancement.