Sky commisions Sense to help promote WWF backed Amazon campaign
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Following a competitive pitch, Sky has appointed brand experience specialist Sense Marketing Services to support its 2012 year long ‘The Sky Rainforest Rescue’ campaign – a partnership initiative between Sky and The WWF, in which they “aim to help save one billion trees in the state of Acre in the Brazilian Amazon: improving livelihoods for poor families, protecting habitats for threatened species and helping to combat climate change.” The campaign’s objectives are to educate and raise awareness of the Rainforest and issues surrounding deforestation, and to inform visitors on the work Sky and the WWF carry out on the ground in the Amazon.
Sense has been appointed to bring the campaign to life experientially across two key phases: Phase 1 which launches to the general public on September 28th, begins in Dublin following a live TV show on the 26th, set in a planted rain-forest in a derelict building (Point Village in Dublin), to highlight what Sky and the WWF are doing to save the rainforest. Following the show, the experiential campaign starts with primary school children from Dublin visiting the indoor rainforest to help water it and partake in an interactive educational tour. The activity then switches focus to ‘discovery trails’ and ‘canopy walks’, beginning in Forestry Commission site, Sherwood Pines, on the 28th September through till November 30th.
For ‘Discovery Trails’ Sky and WWF have teamed up with the Forestry Commission to enable visitors to experience the awe of the Amazon in their local forest by partaking in a 1.6km Discovery Trail. Along the trail, visitors will be encouraged to spot rainforest icons hidden within the forest, whilst learning about what these icons represent, and what can be done to help save the Amazon.
‘Canopy Walks’ is an educational experience which will tour two Forestry Commission sites in 2012: Sherwood Forest, September 28th to 1st October (Discovery Day weekend), and Cannock Chase, October 29th – 4th November (October Half Term) along with October’s Cheltenham Festival. The experience is a fun interactive experience area that will inform guests about the work carried out on the ground in the Amazon. Phase 2 will see the experience roll out to further Forestry Commission sites in 2013 as the initiative looks to engage everyone, though with a particular emphasis on Forestry Commission visitors and families.
