Ad Age
By Breeanna Beckham
How We Planted the Seeds of a Campaign That Could Grow to Involve Everyone
Like most marketing professionals, we feel that a great campaign starts with a great product -- or, in the case of our firm, Carousel30, a great cause. While we have created a successful niche for cause-marketing programs and philanthropic campaigns for more than 40 nonprofits across the country, the work we are doing for the International Year of Forests is different.
The U.S. Forest Service and the National Association of State Foresters partnered with us to create the national campaign for an international, yearlong program created by the United Nations General Assembly. The International Year of Forests 2011 was established to recognize people's actions to sustainably manage the world's trees and forests. It has lofty goals -- to reverse the loss of forest cover and enhance forests' economic, social and environmental benefits -- but the U.S. campaign's goal is simple: Celebrate our forests.
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