Forestry Commission England brief on YCN. The campaign was created to raise awareness of the various outdoor activities that the Forestry Commission provides, to 16-25 year olds.
Full brief details: http://www.ycn.org/awards/ycn-student-awards/2012-2013/briefs/forestry-commission-england.
I created a direct mailer to be sent to to the target market, via Universities, Schools, Colleges and distributed in busy town centres. The direct mailer consisited of a series of inserts, each with instructions on visitng their local Forestry Commission England site. Included in the mailer was a small packet of seeds, the mailer asked the receiver to visit their local Forestry Commission site and to plant their seeds. They were then asked to come back and visit the seeds as their tree began to grow, instilling a sense of loyalty and encouraging multiple visits. Other interesting elements included a unique 'tree feed' paper insert - a thin piece of disolvable paper, lined with tree feed, which when in contact with water dissolves to feed the seeds.
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