The National Tree Trust (NTT) helps people nurture urban and community forests. They asked R/P to develop an awareness campaign that would properly recognize the efforts of more than 200,000 volunteers nationwide in helping to plant 10 million trees since NTTâ€™s inception.
We developed Branching Across America â€“ an initiative to plant the state tree near the capital of every state in the nation, all on the same date. R/P coordinated the efforts of 50 NTT volunteer groups and 50 public relations professionals who helped to promote each stateâ€™s tree planting.
Governors, First Ladies, celebrities and citizens gathered in 49 state capitals across the nation. More than 550 news stories described the event on TV, radio and in print from each stateâ€™s perspective, including quotes from their respective local dignitaries. The results included more than 16 million overall impressions, interest in new partnerships and a dramatic 121 percent increase in website activity.
In addition to accolades from the president of the United States, our efforts earned a Silver Anvil Award of Excellence from the Public Relations Society of America, awarded to organizations that successfully address contemporary issues with exemplary professional skill, creativity and resourcefulness.