Transport Media are launching an out of home advertising campaign to promote the Rainforest Foundation UK charity, who protect rainforests by securing land rights for the indigenous communities that call them home. From the 6 May England’s capital of London will have its transport system infiltrated by train car panels, running for a total of 4 weeks.
A black background fades into the black and white image of a solitary child clinging to the trunk of a tree, supplemented by the Rainforest Foundation UK logo. A lime green tag encourages audiences to ‘text protect to 70300; to protect an acre’. An opening quote reads “they destroyed our forest, the trees and animals are gone”, followed by copy which explains the conservational issues facing residents in the Congo Basin as a result of destructive palm oil companies. Further information is offered vicariously through the inclusion of a web address.
Rainforest Foundation UK began in 1989, when global musical figure Sting and his wife Trudie witnessed the shattering local impact of Amazonian rainforests being destroyed. Sister organisations exist in the US and Norway, directly generating initiatives through over 20 countries working to sustain rainforest environments. The participation of communities native to these tropical areas allows Rainforest Foundation UK to offer an ethical approach which benefits both the rainforests and their inhabitants.
The catalogue of industry experience held by Transport Media allows Rainforest Foundation UK to fully benefit from a strategic marketing solution. The train car panel format offers high-frequency advertising coverage combined with the longer available dwell time of passengers, guaranteeing an effective promotional tool.