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Growing attention for National Tree Trust.
To celebrate the planting of its 10 millionth tree, National Tree Trust (NTT)
asked R/P to develop an awareness campaign that would recognize the efforts of
more than 200,000 volunteers nationwide. Together, NTT and R/P created Branching
Across America, a program designed to plant the state tree in the state capital
of every state in the nation, all on the same day – November 21, 2002. We
enlisted a local PR partner in or near the state capital of each state, and
provided customizable press kits and newspaper ads to promote each planting.
Branching Across America received 98% participation (North Dakota didn’t plant a
tree) and media coverage in each state. The program earned a Silver Anvil Award
of Excellence – one of the nation’s highest honors from the Public Relations
Society of America. |
