OroVerde Germany is a small organisation with a great goal: With only ten employees, they develop and raise funds for projects to stop the destruction of the tropical forests. In order to improve their impact they wanted to recruit new activists, mainly as donation collectors. The idea of this campaign was not to recruit expensive human donation collectors, but an entirely new breed of “activist”, who would happily work the streets around the clock for free and who was a very natural and convincing advocate for OroVerde’s message: trees. A whole army of 600 trees in pedestrian areas, shopping streets and parks throughout Germany were equipped with cardboard signs, calling upon the passers-by to donate: “Need money for my family in the rainforest.” In doing so, the trees were turned into tireless donation collectors arousing a lot of curiosity and interest.
Statement by the jury
»The Donation Army campaign shows an extremely inventive, likeable and most of all successful realisation. By letting trees in German cities speak for themselves and their “family” overseas, the campaign draws attention to the organisation in a highly consistent and distinctive manner.«