Since 2011, the Digital Communications Awards have been held every year in Berlin to showcase groundbreaking ways social media is utilized for communication purposes. FSC applied for the first time with the Tree BnB campaign, due to its innovative approach to connecting the audience to forests, and its subsequent, outstanding results.
After the first evaluation of applications from more than 400 companies and organizations, the Tree BnB campaign was shortlisted in two categories: Campaign of the Year – NGOs and Disruptive Communications. FSC's communications team was invited to present the campaign's highlights before an expert Jury formed by leading professionals and academics. Finally, the official announcement was made: TreeBnB won the gold for Disruptive Communications 2021.
The category aimed to award ambitious projects that sought to diverge from the typical use of digital platforms and wrest audience attention in new and creative ways. The TreeBnB campaign put biodiversity into an easy to understand and fun perspective, offering scientifically accurate information to readers while positioning FSC as one of the solutions that contribute to protecting the forests and everyone who depends on them.
The campaign was launched for the International Day of Forests 2021 and involved various creative assets developed in-house like posts, videos, and a landing site to explore each tree's BnB profile, reaching more than 2 million people on social media with an engagement rate of 16.3%. Network partners shared the content globally and translated it into Spanish, German, Italian, Russian, and Finnish.
The TreeBnB campaign has been a turning point, proving that this is an excellent approach to connect people with the forest. Through this connection, we can help our audience learn more about FSC and how it contributes to taking care of the world's forests for all, forever.